Broadcasting Telecasting (Oct-Dec 1957)

Record Details:

Title:
Broadcasting Telecasting
Date:
Oct-Dec 1957
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting
Leaf #:
0001549
Language:
English
Subjects:
radio and television periodical, Broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Recorded Sound Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Date Added:
August 08, 2024
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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 HBHHHHHaHHHHHHHMHMHB December 30, 1957 • Page 31