Broadcasting (Apr - June 1960)

Record Details:

Title:
Broadcasting
Date:
Apr - June 1960
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting (Apr - June 1960)
Leaf #:
000936
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
Description:
This trade paper began in 1931 with a focus on radio, but as the TV industry expanded in the post-World War II era, the paper increasingly became devoted to television (even the title changed to BROADCASTING TELECASTING). Developments in technology, policy, advertising, and programming were covered. The paper's advertisements and articles reveal the intricate relationship among sponsors, stations, program suppliers, and station representatives -- the industry's term for middle-men who represented numerous local stations in negotiations with national sponsors. The success of particular stations or programming choices are frequently trumpeted in BROADCASTING'S advertisements -- always with the goal of selling more of something, such as a film program or a station's spot advertising time. -- Eric Hoyt, 2014
Date Added:
October 06, 2022
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TVS TOP 100 ADVERTISERS IN 59 P&G spent $95.3 million; Lestoif leads the top brand list The billing of the top 100 advertisers in television last year ranged from leader Procter & Gamble’s $95.3 million to Jacob Ruppert’s (brewery) $2.2 million. The figures, as released by Television Bureau of Advertising, are at the gross or one-time rate. TvB also reported the top 25 brand advertisers. Each of these brands represented more than $5 million in tv gross billing. In 1958, there were 22 brands in this category. Of the 25 brands’ total tv investment, 40% was accounted for by spot tv and 60% for networks. Each brand used network and spot except for Lestoil, which ranked No. 1 with all of its $17.6 million in spot. Kellogg cereals ranked No. 2 with nearly $13 million, followed by two American Home Products’ brands — Anacin at $12.6 million and Dristan over $10.7 million. P&G had five brands on the list: Tide’s $8.4 million, Mr. Clean’s $7.5 million, Duncan Hines’ $7.4 million, Gleem’s $7.4 million and Cheer’s $6.1 million. The notable increases (1959 over 1958) came from these three companies: Alberto Culver Co., from more than $2.5 million to more than $6.5 million; Beech-Nut Life Savers Inc., over $5 million or more than twice the amount spent in 1958, and The Drug Research Co., from over $2 million to more than $5 million. TOP 100 TV ADVERTISERS— GROSS TIME COST ONLY Total TV Spot TV* Network TVf Procter & Gamble $95,340,352 $45,046,800 $50,293,552 Lever Bros. 46,853,895 14,118,940 32,734,955 American Home Products 38,767,078 10,657,620 28,109,458 Colgate-Palmolive 36,358,414 13,879,890 22,478,524 General Foods 35,489,721 14,599,400 20,890,321 General Motors 21,391,774 1,370,030 20,021,744 R. J. Reynolds Tobacco 20,376,277 4,252,450 16,123,827 Bristol-Myers 20,361,357 7,744,650 12,616,707 Adell Chemical 18,132,030 18,132,030 Brown & Williamson Tobacco 17,845,593 9,252,640 8,592,953 P. Lorillard 17,002,728 4,177,170 12,825,558 Sterling Drug 16,636,373 3,660,910 12,975,463 Gillette 16,387,524 2,745,350 13,642,174 General Mills 16,156,947 3,237,710 12,919,237 Miles Labs. 15,251,345 7,830,830 7,420,515 Liggett & Myers 14,540,097 2,948,590 11,591,507 Kellogg 13,442,861 5,988,600 7,454,261 American Tobacco 13,348,880 3,467,440 9,881,440 Warner-Lambert 13,053,414 10,690,620 2,362,794 Ford Motor 12,999,287 951,000 12,048,187 Philip Morris 12,982,348 4,387,270 8,595,078 Continental Baking 11,582,615 10,806,480 776,135 Pharmaceuticals 11,077,037 418,050 10,658,987 Chrysler Corp. 10,496,356 989,090 9,507,266 Standard Brands 10,389,650 4,135,040 6,254,610 National Biscuit 9,730,022 2,130,880 7,599,142 Carter Products 8,942,365 ’ 3,474,300 5,468,065 Corn Products 8,747,887 4,226,190 4,521,697 S. C. Johnson & Son 8,224,585 1,098,880 7,125,705 National Dairy Products 7,841,357 1,445,980 6,395,377 Revlon 7,500,964 3,284,050 4,216,914 International Latex 7,381,340 7,381,340 Pillsbury 6,934,594 2,712,080 4,222,514 Texaco 6,848,210 649,380 6,198,830 Alberto-Culver 6,675,537 1,535,130 5,140,407 General Electric 6,473,224 278,590 6,194,634 Ralston-Purina 6,222,860 1,808,340 4,414,520 Bayuk Cigars 6,125,682 162,910 5,962,772 Armour & Co. 5,890,528 1,291,160 4,599,368 American Chicle 5,828,120 2,496,540 3,331,580 Eastman Kodak 5,767,735 107,470 5,660,265 Beech-Nut Life Savers 5,476,210 636,840 4,839,370 Texize Chemicals 5,360,900 5,360,900 Campbell Soup 5,258,735 492,060 4,766,675 Drug Research Corp. 5,196,249 2,742,900 2,453,349 Westinghouse Electric 5,166,205 5,166,205 E. I. du pont De Nemours 5,165,744 481,250 4,684,494 Scott Paper 5,112,346 1,011,750 4,100,596 Quaker Oats 4,669,746 1,859,690 2,810,056 Nestle Co. 4,562,151 2,581,390 1,980,761 Aluminum Co. of America 4,538,651 625,730 3,912,921 Borden Co. Vick Chemical Block Drug Anheuser-Busch Radio Corp. of America Coca-Cola Co. (bottlers) United Merchants Mfrs. Prudential Insurance J. A. Folger Falstaff Brewing Chesebrough-Ponds Avon Products Kaiser Industries Helene Curtis Ford Motor Co. (dealers) Kimberly-Clark U.S. Steel Schlitz Brewing Carnation Co. Johnson & Johnson Reynolds Metals Swift & Co. Lanolin Plus Armstrong Cork Schick B.T. Babbitt Pepsi Cola Co. (bottlers) Esso Standard Oil Andrew Jergens National Grape Coop. Assn. Sears, Roebuck Wesson Oil & Snow Drift H.J. Heinz Food Mfgrs. Inc. . William Wrigley Jr. Drackett Co. Carling Brewing Pabst Brewing Atlantis Sales Shell Oil Norwich Pharmacal Sperry Rand General Motors (dealers) Max Factor Hamm Brewing Pet Milk . . Gulf Oil . Associated Products . Jacob Ruppert N.C. Rorabaugh. TOP 25 TV BRANDS— GROSS TIME COST ONLY Total TV Spot TV* Network TVf 1. Lestoil (Adell) $17,627,120 $17,627,120 $— 2. Kellogg Cereals (Kellogg) 12,932,652 5,953,660 6,978,992 3. Anacin (American Home Prod.) 12,625,422 2,686,880 9,938,542 4. Dristan (American Home Prod.) 10,763,597 3,542,570 7,221,027 5. Kent (P. Lorillard) 10,190,965 2,859,230 7,331,735 6. Alka Seltzer (Miles) 9,739,847 5,729,760 4,010,087 7. Colgate Dental Cream (C-P) 9,730,016 3,629,920 6,100,096 8. Post Cereals (General Foods) 9,566,515 3,106,540 6,459,975 9. Maxwell House Coffee (Gen Foods) 8,947,275 6,082,340 2,864,935 10. Tide (P&G) 8,478,654 1,767,160 6,711,494 11. Viceroy(Brown & Williamson) 8,361,694 3,125,610 5,236,084 12. Bufferin (Bristol-Meyers) 8,296,755 2,907,470 5,389,285 Total TV $4,450,906 4,387,941 4,117,202 3,992,497 3.967.716 3,943,140 3,840,970 3.776.169 3.722.440 3,695,939 3,691,519 3,677,040 3.672.894 3,520,372 3,438,840 3,291,632 3,274,480 3,260,557 3,225,438 3,169,915 3.141.630 3,128,964 3.047.290 2,998,265 2,997,457 2,992,150 2,984,590 2,973,344 2,923,670 2.923.290 2,912,411 2.883.440 2,875,530 2,769,580 2,749,420 2.727.260 2.725.717 2.710.170 2,659,025 2.563.895 2,534,960 2,427,951 2.427.260 2,423,490 2,422,341 2,327,620 2,315,460 2.216.630 2,213,820 t LNA-BA 13. Mr. Clean (P&G) 14. Duncan Hines (P&G) 15. Gleem (P&G) 16. Ford (Ford) 17. Chevrolet (G.M.) 18. Winston (R.J. Reynolds) 19. Bayer Aspirin (Sterling) 20. Salem (R.J. Reynolds) 21. L&M (Liggett & Myers) 22. Cheer (P&G) 23. Camel (R.J. Reynolds) 24. Phillies Cigars (Bayuk) 25. Pall Mall (American Tobacco) * N.C. Rorabaugh. Spot TV* $2,824,470 3,115,200 1,250,630 343,427 125,880 3.567.960 3,840,970 3.722.440 2,061,370 1.419.880 3.677.040 1.787.350 3,438,840 48,660 1.850.150 584,590 168,800 123,0^0 827,170 3,047,290 1.348.040 2.992.150 2,984,590 2,198,650 2,923,670 2.601.350 947,720 2.883.440 28,040 2,769,580 2,749,420 252,480 2.395.710 2,710,170 1,403,850 2.451.710 2.534.960 2,427,260 2,423,490 1.821.880 823,010 1,956,140 2,213,820 Network TVf $1,626,436 1,272,741 2,866,572 3,649,070 3,841,836 375,180 3,776,169 1,634,569 2,271,639 3,672,894 1,733,022 3,291,632 3,225,820 1,410,407 2,640,848 3,001,115 3,018,540 2,301,794 2,998,265 1,649,417 321,940 1,964,691 2,474,780 330,007 600,461 2,327,620 1,492,450 260,490 Total TV Spot TV* Network TVt 1 $7,593,249 $5,796,130 $1,797,119 1 7,494,561 7,209,170 285,391 ■ 7,412,812 1,959,240 5,453,572 ■ 7,386,418 720,090 6,666,328 ■ 7,326,512 230,630 7,095,882 ■ 7,291,902 1,096,860 6,195,042 H 6,908,142 650,040 6,258,102 ■ 6,900,120 2,266,130 4,633,990 ■ 6,568,865 1,474,890 5,093,975 ■ 6,191,661 3,333,470 2,858,191 ■ 6,084,128 809,000 5,275,128 ■ 5,983,911 105,490 5,878,421 K 5,119,201 1,020,600 4,098,601 ■ f LNA-BAR. 42 (BROADCAST ADVERTISING) BROADCASTING, May 23, 1960