Broadcasting Telecasting (Jul-Sep 1959)

ARBITRON'S DAILY CHOICES Listed below are the highest-ranking television network shows for each _ . ■ . ■ : clay of the week July 23-29 as rated by the multi-city Arbitron instant ratings of American Research Bureau. Date Program and Time Thur., July 23 Groucho Marx (10 p.m.) Fri., July 24 77 Sunset Strip (9:30 p.m.) Sat, July 25 Gunsmoke (10 p.m.) Sun., July 26 What's My Line (10:30 p.m.) Mon.', July 27 Desilu Playhouse (10 p.m.) Tue., July 28 Rifleman (9 p.m.) Wed., July 29 U.S. Steel Hour (10 p.m.) Copyright 1959 American Research Bureau Network Rating NBC-TV 16.7 ABC-TV 17.8 CBS-TV 16.7 CBS-TV 16.3 CBS-TV 17.3 ABC-TV 15.9 CBS-TV 16.3 throughout New York state and New England this fall under the co-sponsorship of P. Ballantine & Sons, Newark, N.J., and General Cigar Co. (White Owls), N.Y. Agencies: William Esty for for Ballantine, Young & Rubicam for General Cigar. • Miles Labs Inc., Elkhart, Ind., has ordered nine alternate-week quarterhour segments on eight daytime NBCTV shows, to run through July 1960. The orders, five of them new, were placed in behalf of One-A-Day Vitamins, Alka-Seltzer and Bactine. Agency: Wade Adv., Chicago. • American Red Ball Transit Co., Indianapolis, in its first network radio campaign, will sponsor the Tuesday and Thursday segments of the 5:30-5:35 p.m. news program featuring Frank Edwards, starting Aug. 31. The program marks Mr. Edwards' return to MBS on a full-time basis. Agency: Ruben Adv., Indianapolis. • Perma-lift (foundation garments), Chicago, buys a one-hour Parisian fashion show for use on two CBS owned stations, KNXT (TV) Los Angeles and WBBM-TV Chicago, for showing some time after Sept. 1 . The film also is being offered by CBS Television Film Sales to other markets, including New York. Agency: A. Stein & Co., Chicago. • U.S. Brewers Foundation, N.Y., in its second network purchase of the year, will sponsor a 90-minute special by NBC-TV Sept. 22 (9-10 p.m. EDT). Program is titled A Toast To Jerome Kern. Music Corp of America will produce. Brewers Foundation agency: J. Walter Thompson Co., N.Y. Agency Appointments • Procter & Gamble Inc., Cincinnati, reassigns Fluffo shortening from Tatham-Laird, Chicago, to Benton & Bowles, N.Y., on Sept. 1. Both agencies are in the P&G family. TathamLaird is P&G's agency for Mr. Clean and American Family soap and detergents. B&B's lineup for P&G includes Ivory Snow, Tide, Zest, Crest, Prell and Charmin paper products. • Young & Rubicam's Caracas, Venezuela, office has been assigned five Procter & Gamble products for that country. The new accounts: Unico (Tide); Camay toilet soap; Lavasol (Duz); Drene shampoo, and Clorox. • Reese Finer Foods Inc., Sue Ann Food Products Corp., and Lora Inc. (dog care products), all Chicago, appoint Gordon Best Co. there. • E.C. DeWitt & Co. (proprietary drugs), N.Y., appoints Tatham-Laird, same city. Its account is estimated at $200,000. • Schulze & Burch Biscuit Co., Chicago regional advertiser, appoints Compton Adv. Inc., same city, for its FlavorKist products. • Massey-Ferguson Co. Ltd., Canada, appoints Needham, Louis & Brorby, Chicago, to handle its farm equipment advertising, estimated at about $500,000. Agency already handles U.S. advertising of firm, which is network tv advertiser. Whiskey on tv A whiskey account broke the television barrier July 21 with two 90-second spots on WATR-TV Waterbury, Conn., according to the Peter Bochan agency of Waterbury. The advertiser was Michtefs Pot Still Whiskey, of Lebanon County, Pa. As m.c. of his own program, Peter Bochan offered viewers of the Michter's spots a 48-page Dutch cookbook for 35 cents. They were asked to call WATRTV, leaving their name, address and name of local supplier if they wanted to try a whiskey "'typically American as Paul Revere's Ride." Michter's is advertised in the Wall Street Journal and the New Yorker. THE MEDIA PROSPEROUS DAYS AT TV NETWORKS Half-year revenue report: $309 million, 9% over last year a... i i._ in c\nf _i t t i_„* . -r..r> 1 , T j: Vr-*: l For the tv networks, the first six months of the year have been lucrative, according to gross time billing figures reported today (Aug. 3) by Television Bureau of Advertising. The total for the first half of 1959: $309,380,932, an increase of 9.3% over the same period last year. In the month of June, the tv networks compiled a gross billing of more than $48.4 million, an increase of about 10.7% over that month a year ago. Best showing for the month was turned in by CBS-TV, a more than $21.6 million in gross time charges. ABC-TV came up with the most notable increase in June — nearly $9 million or 20.9% above the June mark last year. The network figures are compiled for TvB by Leading National Advertisers and Broadcast Advertiser Reports. Network tv gross time billings June January-June % 1958 1959 Change 1958 1959 Change ABC $ 7,387,586 $ 8,930,114 + 20.9 $ 51,617,801 $ 61,422,516 +19.0 CBS 19,733,057 21,630,941 + 9.6 124,047,416 132,537,670 + 6.8 NBC 16,648,462 17,911,084 + 7.6 107,406,232 115,420,746 + 7.5 Total $43,769,105 $48,472,139 + 10.7 $283,071,449 $309,380,932 + 9.3 Month by Month — 1959 ABC CBS NBC Total January 510,647,078 $ 22,129,248 $19,299,853 $52,076,179 February 10,024,460 20,806,220 18,053,828 48,884,508 March 11,565,031 23,265,395 20,728,315 55,558,741 April 10,309,263 22,093,785 19,753,172 52,156,220 May* 9,946,570 22,612,081 19,674,494 52,233,145 June 8,930,114 21,630,941 17,911,084 48,472,139 ''Figures revised as of July 24, 1959 LNA-BAR: Gross time costs only 44 BROADCASTING, August 3, 1959