Broadcasting Telecasting (Apr-Jun 1958)

ADVERTISERS & AGENCIES continued 11. COLGATE DENTAL CREAM $1,157,837 12. WISK DETERGENT (LEVER) 1,112.979 13. GLEEM (P & G) . . 1.083,972 14. KENTS (lorillard) 1,058,175 15. fab (c-p) 1,036,916 16. prudential ins 1,026,170 17. chesterfields (l & m) 1,015,086 18. cheer (p & g) 989,356 19. CAMELS (REYNOLDS) 970,956 20. PALL MALLS (AMERICAN) 966.255 21. GERITOL (PHARMACEUTICAL) 964,497 22. HIT PARADES (AMERICAN) 906.880 23. EASTMAN KODAK CAMERAS 895,487 24. MERCURY PASS. CARS 888,381 25. BELL TEL. SYSTEMS 858,387 LNA-BAR: Gross Time Costs Only NETWORK TV'S TOP 1 5 By Company, March 1. PROCTER & GAMBLE $4,013,873 2. GENERAL FOODS 1,883,133 3. GENERAL MOTORS 1,849,755 4. CHRYSLER 1,762,715 5. BRISTOL-MYERS 1,709,742 6. LEVER BROTHERS 1,693,638 7. COLGATE-PALMOLIVE 1,686,581 8. AM. HOME PRODS 1,487,854 9. R. J. REYNOLDS TOB 1,294,950 10. FORD MOTOR 1,221,464 11. GILLETTE 1,192,565 12. AMERICAN TOBACCO 1,013,586 13. KELLOGG CO 927,805 14. PHARMACEUTICALS INC. . . 917,064 15. LIGGETT & MYERS TOB. 893,702 LNA-BAR: Gross Time Costs Only NETWORK TV'S TOP 1 5 By Brand, March 1. tide (p & G) $825,427 2. bufferin (b-m) 738,622 3. dodge pass, cars 663,597 4. ford pass, cars 637,864 5. anacin (whitehall) 612,129 6. winstons (reynolds) .... 611,784 7. plymouth pass. cars 555,570 8. chevrolet pass. cars .... 544,996 9. viceroys (b & w) 502,269 10. colgate dental cream . 395,921 11. prudental ins 383,968 12. kents (lorillard) 372,892 13. gleem (p & g) 363,876 14. wisk detergent (lever).. 360,879 15. salems (reynolds) 361,787 LNA-BAR: Gross Time Costs Only Chevron Sets Spot Campaign California Oil Co., Perth Amboy, N. L, will send $2 million in a 26-week radiotv-newspaper campaign, which starts this week in eastern states from Maine to North Carolina. The schedule is to promote the change of name from Calso to Chevron gasoline. Tv spots featuring the cartoon character Hy Finn, an American motorist who becomes a satisfied Chevron customer, will run about $800,000 and radio spots will cost about $200,000. Agency is BBDO, New York. BULOVA BRAKES SPOT TV SLATE • Summer sales lag blamed • Future course undecided Bulova Watch Co., New York, which has a history of spot broadcasting dating back to 1929, is cancelling its current spot tv schedule amounting to $4 million this year as of June 15 — and is undecided about its future plans. Bulova, which dropped out of spot radio several years ago after a lengthy and profitable association, notified station representatives of its latest decision in a letter from its advertising agency, McCann-Erickson, New York. The letter gave no indication of Bulova's future plans but pointed out that although watch sales are seasonal, the company in the past has been using spot tv on a 52-week basis. This year, the letter continued, Bulova has decided "to cancel all spot tv for the low selling summer months." A spokesman for Bulova later told Broadcasting that the company would be back in television this fall "in one form or another," but could not specify the type of tv participation. In addition to the spot tv schedule amounting to about $4 million this broadcast year (usually beginning in September) Bulova also has invested about $2.5 million on network specials — co-sponsorship of 10 Frank Sinatra Show programs on ABC-TV and several musical shows on NBC-TV. The Bulova official said he could not speculate on the fate of spot tv for the future at this time, pointing out that meetings are scheduled for the next three weeks between representatives of the company and McCann-Erickson, during which Bulova's advertising considerations will be evaluated. The Bulova spokesman stressed that the summer season is "the slowest in the watch business" and indicated that the company's sales, like others in the hard-goods field, had been affected by the current recession. Bulova is considered one of the world's bigger watch firms along with U. S. Time Corp. (Timex) and Gruen. Since 1948, Bulova has been a consistent user of spot tv on a 52-week basis using largely 20-second IDs and some 10-second spots. As far back as July 1941, Bulova used spot tv on WNBT (TV) (now WRCA-TV) New York but stepped up its participation in the medium seven years later. It is believed the company bought time in virtually every tv market in the country. Bulova's decision caught station representatives by surprise but they declined to comment on the action, hoping the move is a temporary one only for this summer. Bates Promotes Hill, MacNelly E. L. Hill and C. L. MacNelly Jr., vice presidents and directors of Ted Bates & Co., New York, have been elected senior vice presidents. Mr. Hill has been with the 2* MR. MacNELLY MR. HILL agency for 10 years, and before that was a brand manager with Procter & Gamble. Mr. MacNelly has been with Ted Bates for eight years. ACTIVITY HOW PEOPLE SPEND THEIR TIME There were 124,943,000 people in the U. S. over 12 years of age during the week May 11-17. This is how they spent their time: 68.5% (85,586,000) spent 1,713.4 million hours watching television 56.4% (70,468,000) spent 991.5 million hours listening to radio 81.7% (102,078,000) spent 407.0 million hours reading newspapers 29.8% (37,233,000) spent 160.8 million hours .... reading magazines 19.3% (24,114,000) spent 275.1 million hours watching movies on tv 24.9% (31,124,000) spent 126.0 million hours attending movies* These totals, compiled by Sindlinger & Co., Ridley Park, Pa., and published exclusively by Broadcasting each week, are based on a 48-state, random dispersion sample of 7,000 interviews (1,000 each day). Sindlinger's weekly and quarterly "Activity" report, from which these weekly figures are drawn, furnishes comprehensive breakdowns of these and numerous other categories, and shows the duplicated and unduplicated audiences between each specific medium. Copyright 1958 Sindlinger & Co. • All figures are average daily tabulations for the week with exception of the "attending movies" category which is a cumulative total for the week. Sindlinger tabulations are available within 2-7 days of the interviewing week. SINDLINGER'S SET COUNT: As of May 1, Sindlinger data shows: (1) 107,850,000 people over 12 years of age see tv (86.3% of the people in that age group); (2) 41,779,000 U. S. households with tv; (3) 46,019,000 tv sets in use in U. S. Page 36 May 26, 1958 Broadcasting