Broadcasting Telecasting (Jan-Mar 1959)

P&G TOPS NETWORK TV SALES American Home second with $2.2 million Soap king Procter & Gamble spent more than $4.2 million at gross rates for network tv time last November. American Home Products invested more than $2 million, while four other national advertisers each placed nearly $2 million in the medium. Four cigarette firms spent over $1 million in November: R. J. Reynolds, P. Lorillard, Liggett & Myers and American Tobacco. The big money figures in network tv for November were released last week by Television Bureau of Advertising as compiled by Leading National Advertisers and Broadcast Advertisers Reports. The brand leaders were Anacin Tablets with close to $1 million, Viceroy cigarettes (Brown & Williamson which did not appear in the list of the top 15 companies in network tv), Chevro let and Kent cigarettes (P. Lorillard which did appear in the top 15 list). Viceroy, Chevrolet and Kent each spent more than $700,000. Gains were scored all along the line in the breakdown of network tv gross time billing by day parts. NETWORK TV GROSS BILLINGS BY DAY PARTS November Percent 1957 1958 Change Daytime $14,883,074 $17,774,659 +19.4 Mon.-Fri 11,907,339 14,077,282 +18.2 Sat. & Sun. 2,975,735 3,697,377 +24.3 Nighttime 33,115,669 34,234,134 + 3.4 Total S47,998,743 $52,008,793 + 8.4 January-November Percent 1957 1958 Change Daytime $140,724,766 $153,215,161 + 8.9 Mon.-Fri 119,573,443 130,069,418 + 8.8 Sat. & Sun. 21,151,323 23,145,743 + 9.4 Nighttime 325,735,064 359,436,419 +10.3 Total $466,459,830 $512,651,580 + 9.9 TOP 15 IN NOVEMBER BY COMPANY 1. Procter & Gamble $4,219,010 2. American Home Products 2,222,914 3. Colgate-Palmolive 1,917,566 4. General Foods 1,898,478 5. Lever Bros. 1,836,526 6. General Motors 1,803,313 7. R. J. Reynolds Tobacco 1,339,480 8. P. Lorillard 1,317,189 9. Bristol-Myers 1,259,856 10. Sterling Drug 1,163,813 11. General Mills 1,102,013 12. Liggett & Myers Tobacco 1,100,394 13. American Tobacco 1,025,618 14. Pharmaceuticals 982,946 15. Gillette 949,392 1. Anacin tablets $992,596 2. Viceroy cigarettes 744,445 3. Chevrolet passenger cars 740,198 4. Kent cigarettes 708,710 5. Bufferin 608,579 6. Tide 597,285 7. Winston cigarettes 550,122 8. L&M filter cigarettes 528,695 9. Bulova watches 511,047 10, Dodge passenger cars 507,600 11. Dristan 507,105 12. Bayer aspirin tablets 486,064 13. Ford passenger cars 458,164 14. Colgate, regular, aerosol dental cream 424,025 15. Salem cigarettes 396,296 November 1958 Agriculture & Farming — Apparel, Footwear & Accessories $ 635,613 Automotive, Automotive Access. & Equipment 3,998,559 Beer, Wine & Liquor 665,565 Building Materials, Equipment & Fixtures . . 224,217 Confectionery & Soft Drinks 946,629 Consumer Services 247,486 Entertainment & Amusement — Food & Food Products 10,085,106 Gasoline, Lubricants & Other Fuels 525,017 Horticulture — Household Equipment & Supplies 1,965,201 Household Furnishings 301,953 Industrial Materials 1,520,717 Insurance 704,774 TV GROSS BILLINGS BY PRODUCT TYPE Jan. -Nov. November Jan. -Nov. 1958 1958 1958 $ 51,347 Jewelery, Optical Goods & Cameras $ 2,142,774 $ 10,785,369 4,831,121 Medicines & Proprietary Remedies 6,029,868 51,138,877 48,857,960 Office Equipment, Stationery & Writing 5,783,421 Supplies 390,986 6,211,223 2,144,010 Political 18,775 274,290 8,258,063 Publishing & Media 5,252 833,085 2,623,571 Radios, Tv Sets, Phonographs, Musical 249,989 Instruments & Accessories 906,249 7,676,304 98,397,635 Smoking Materials 6,770,731 56,061,433 2,772,895 Soaps, Cleansers & Polishes 4,816,363 55,921,629 1,007,774 Sporting Goods & Toys 380,143 1,541,391 21,136,059 Toiletries & Toilet Goods 7,931,976 90,418,033 3,045,409 Travel, Hotels & Resorts 249,720 2,408,913 16,101,517 Miscellaneous 545,119 7,553,707 6,566,555 Total $52,008,793 $512,651,580 LNA-BAR: Gross time costs only NC&K plans to sue Pabst for $95,000 Pabst Brewing Co., Chicago, faces a $95,000 lawsuit from its former agency, Norman. Craig & Kummel, New York, over payments made by NC&K to the American Federation of , Television & Radio Artists, plus commissions and other costs. NC&K has filed with the New York secretary of state its intention to sue Pabst, a legal preliminary step because the brewing company is an out-of-state corporation. After 30 days, during ; which Pabst may enter a reply, NC&K may file a suit in New York State Supreme Court. 1 NC&K contends that last spring, I while handling Pabst, the agency bought I spots on Monitor for the brewer. The agency said it believed it was entitled I to the "wild spot rate," but AFTRA yi insisted that the talent payment should M BROADCASTING, February 9, 1959 be the network rate. NC&K paid the bill to AFTRA, amounting to $72,000, and, the complaint said, its promised forthcoming suit arises from its efforts to collect from Pabst. (The Pabst account is now at Kenyon & Eckhardt). Norman B. Norman, NC&K, said that before initiating the present action, the agency had tried "for weeks" to communicate with Pabst in an effort "to commonly resolve the issue." He claimed that "all our many telephones calls, letters and wires have been conspicuously disregarded." Congress, admen meet for kickoff of Ad Week Members of Congress are helping the Advertising Federation of America launch Advertising Week 1959 today (Feb. 9) at a reception in the SheratonPark Hotel, Washington. The event closes an all-day mid winter conference that is expected to be attended by more than 350 admen. Advertising's legislative problems are slated to be discussed at 10 a.m. by advertising attorneys John J. Ryan (AFA counsel) of Murphy, Block, Sullivan & Sawyer, New York; Morton J. Simon, Philadelphia attorney, and F. Joseph Donohue of Donohue & Kaufman, Washington. John P. Cunningham (conference chairman) of Cunningham & Walsh Inc., New York, and Robert M. Feemster (AFA chairman) of the Wall Street Journal, presides at the morning session. Mr. Cunningham is due to speak at the luncheon as is Rep. Bob Wilson (R-Calif.). The latter is a partner in Champ, Wilson & Slocum Adv., San Diego. An afternoon panel session features John W. Gwynne, Federal Trade Commission chairman; John C. Doerfer, FCC chairman, and Amos Latham, Internal Revenue Service commissioner. (BROADCAST ADVERTISING) 31