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TV NETWORK BUYS AND BUYERS
Battle Creek, Mich., in October entered its contestant for honors in the top 10 list of network tv advertisers. That month, Kellogg Co. of Battle Creek spent a total of $1,113,053 in network tv time charges (gross).
The total Kellogg investment, according to compilations based on Publishers Information Bureau data, places that company in the Big Ten network tv advertiser category, unfamiliar territory in the past for the cereals foods concern.
Kellogg's surge this season is backed by sponsorships in a number of shows (Art Linkletter's House Party, Wild Bill Hickok, Name That Tune and The Big Record on CBS-TV, a $7 million transaction with ABC-TV for time and programming that included five halfhour children's daytime shows and an
alternate buy of Circus Boy).
October in general was a big billing month by the tv-active top 10 in network: Procter & Gamble was up to the $3.8 million mark; Gillette $2.3 million; Colgate-Palmolive $1.8 million (slight increase from last year); American Home Products $1.6 million (at least $200,000 above its October mark a year ago); Chrysler $1.6 million (up $300,000); Lever $1.5 million (half a million above); General Foods $1.3 million (down about $200,000), and R. J. Reynolds $1.3 million (rise of some $400,000). P&G and Gillette were at the same approximate level as last year.
Detroit's entries were spotty. Chrysler was up, General Motors with $1.2 million showed a gain of about $200,000 making a reappearance in the Big
TOP TEN ON TV NETWORKS
OCTOBER 1157
1.
PROCTER & GAMBLE $3,801,877
2.
GILLETTE
2,336,352
3.
COLGATE-PALMOLIVE
1,804,226
4.
AMERICAN HOME
PRODS.
1,676,307
5.
CHRYSLER
1,620,033
6.
LEVER BROS.
1,596,781
7.
GENERAL FOODS
1,363,385
8.
R. J. REYNOLDS
1,322,924
9.
GENERAL MOTORS
1,276,321
10.
KELLOGG
1,113,053
Ten after having been out of the list for a few months. Ford, in the listing for September ($1.2 million level), did not make it in October.
Toiletries continued its marginal lead over foods in the product groups breakdown.
GROSS TV NETWORK TIME SALES BY PRODUCT GROUPS DURING OCTOBER '57 AND JANUARY-OCTOBER 19S7 AS COMPARED TO 1956
LEADING ADVERTISERS IN RESPECTIVE GROUPS DURING OCTOBER 1157
Oct. '57
Jan. -Oct. '57
Oct. '56
Jan. -Oct. '56
AGRICULTURE & FARMING \
$
$
$ 494,292
APPAREL, FOOTWEAR & ACCESS.
340,365
2,874,304
429,610
2,915,324
CHEMSTRAND
$ 113,286
AUTOMOTIVE, AUTO EQUIP. & ACCESS.
4,904,104
41,859,547
4,247,907
47,023,583
CHRYSLER
1,620,033
BEER, WINE & LIQUOR
614,713
6,598,062
705,539
6,143,896
SCHLITZ
251,316
BLDG. MATERIAL, EQUIP. & FIXTURES
49,445
3,330,697
381,771
2,848,172
GENERAL MOTORS
44,552
CONFECTIONERY & SOFT DRINKS
937,740
5,491,957
598,644
7,152,917
AMERICAN CHICLE
318,646
CONSUMER SERVICES
522,287
3,866,860
241,356
2,074,891
AT&T
395,840
DRUGS & REMEDIES
4,509,199
37,176,669
3,920,479
31,677,015
AMERICAN HOME
1,466,428
ENTERTAINMENT & AMUSEMENTS
111,427
12,299
84,281
FOOD & FOOD PRODUCTS
8,393,444
80,130,342
7,872,991
72,686,813
GENERAL FOODS
1,363,385
FREIGHT, INDUST. & AGRIC. DEVEL.
10,304
GASOLINE, LUBRICANTS & OTHER FUELS
357,018
2,098,698
357,382
3,395,416
STANDARD OIL, N. J.
173,460
HORTICULTURE
102,223
211,185
HOUSEHOLD EQUIPMENT & SUPPLIES
1,816,620
16,159,627
2,930,803
28,899,074
SINGER
393,160
HOUSEHOLD FURNISHINGS
361,318
2,483,353
346,884
2,648,589
ARMSTRONG CORK
327,293
INDUSTRIAL MATERIALS
1,329,516
10,560,233
1,090,113
8,676,402
RCA
305,405
INSURANCE
742,454
5,594,918
548,490
3,868,264
PRUDENTIAL
256,597
JEWELRY, OPTICAL GOODS & CAMERAS 859,040
5,449,910
642,602
4,892,739
EASTMAN KODAK
611,830
OFFICE EQUIPMENT, STATIONERY & WRITING SUPPLIES
495,369
2,702,270
279,442
3,343,269
HALLMARK
164,183
POLITICAL
1,638,061
2,074,546
PUBLISHING & MEDIA
104,970
1,796,606
230,587
1,485,757
TIME INC.
104,970
RADIOS, TV SETS, PHONOGRAPHS & MUSICAL INSTRUMENTS
600,731
2,984,226
640,372
9,954,865
SYLVANIA
217,299
SMOKING MATERIALS
4,966,847
39,481,411
3,357,926
33,546,413
R. J. REYNOLDS
1,322,924
SOAPS, CLEANSERS & POLISHES
5,850,034
56,970,227
5,420,863
50,184,913
PROCTER & GAMBLE
3,331,757
SPORTING GOODS & TOYS
166,242
694,977
185,126
626,627
AMER. MACHINE & FDRY.
117,484
TOILETRIES & TOILET GOODS
10,656,191
83,509,712
9,114,721
69,533,555
GILLETTE
2,336,352
TRAVEL & RESORTS
253,027
1,487,818
43,290
472,398
PAN AMERICAN
145,107
MISCELLANEOUS
370,732
4,867,827
310,757
2,415,402
RALSTON-PURINA
140,982
TOTALS
49,201,406
418,394,205
45,548,015
399,330,598
Source: Publishers Information Bureau
BROADCASTING
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December 30, 1957 • Page 31