Broadcasting Telecasting (Jul-Sep 1962)

Food advertisers increase use of tv FIRST-QUARTER BILLINGS TOP '61 IN BOTH NETWORK AND SPOT-TVB Food advertisers expanded their use of television again in the first quarter of this year, with spot tv expenditures and network biUings rising 9.4% and 7.9%, respectively, over the same quarter a year ago. Summaries of their spending were released last week by Television Bureau of Advertising, New York. General Foods Corp., tv"s biggest food client, was among the companies increasing their network and spot expenditures in the first quarter, which saw total tv gross time expenditures of 20 companies climb by more than $5.2 million (see table). Their combined first-quarter total was $56,852,504, compared with $51,633,180 a year ago. Network tv increased from $29,842,810 to $33,358,414. Spot tv rose from $21,790,370 to $23,494,090. Spot tv gross time billings for all food companies in the first quarter were $51,879,000, against $47,427,000 a year ago; network tv billings were $34,933,184 in the 1962 quarter, against $32,365,903 in the 1961 quarter. TvB points out that the food and grocery classification does not include such products sold in grocery stores as beer, soft drinks, pet products, tobacco, soaps, cleansers and waxes. The upward trend in 1962, according to TvB, follows a similar rise for the year 1961, when gross time biUings for network and spot tv totalled $302,157,018, an increase of 9.1% over 1960"s $277,078,469. For the top 20 advertisers, total measured media e.xpenditures rose 8% in 1961. Their tv billings, however, rose 14.5%. The largest sub-classification within food and grocery products was cofTee, tea and food drinks. Total billings were $54,534,170 in 1961. Of this total, coffees alone accounted for $40,331,812 (see table). In addition. Pan American Coffee Bureau had gross time billings of LEADING FOOD COMPANY ADVERTISERS Total measured advertising* Television billings* % Television 1961 1960 1959 1961 1960 1959 1961 1960 1959 General Foods $ 59,513,440 $ 65,084,760 $ 60,358,624 $ 37,877,683 $ 37,164,388 $ 35,489,721 63.6 57.1 58.8 General Mills 37,761,022 29,958,422 30,229,439 23,289,821 17,221,517 16,156,947 61.7 57.5 534 Natl. Dairy Products 25,486,458 22,738,452 22,015,870 10,312,916 9,742,461 7,922,187 40.5 42,8 36.0 Campbell Soup 23,397,956 20,527,544 17,633,517 10,700,933 6,568,140 5,258,735 45.7 32.0 29.8 Kellogg 21,615,721 20,855,832 21,766,988 15,000,228 15,695,586 13,442,861 69.4 75.3 61.8 Corn Products 21,047,135 15,516,583 15,058,780 12,710,389 7,079,906 8,747,887 60.4 45.6 58.1 Standard Brands 18,072,213 18,264,839 16,704,212 9,284,680 10,364,220 10,389,650 5L4 56.7 62.2 National Biscuit 17,552,199 16,202,617 14,485,927 12,891,872 11,669,252 9,730,022 734 72.0 67.2 Pillsbury 17,400,842 12,845,744 15,753,965 9,721,012 8,774,420 6,934,594 55.9 68.3 44.0 Quaker Oats 17,288,254 13,974,656 12,874,600 7,832,446 5,384,844 4,669,746 45.3 38.5 36,3 Armour 13,327,323 11,482,057 10,704,716 6,217,130 4,948,360 5,890,528 46.6 43.1 55.0 Continental Baking 11,683,947 10,463,158 14,842,138 9,049,453 6,473,117 11,582,615 77.5 61.9 78,0 Swift 10,170,626 11,100,697 8,955,385 2,529,672 3,295,210 3,128,964 24.9 29.7 34.9 Beech-Nut Life Savers 10,062,419 7,000,588 7,264,227 8,628,470 6,039,477 5,476,210 85.7 86.3 754 Ralston-Purina 10,029,321 9,390,519 8,917,806 8,113,120 6,742,580 6,222,860 80.9 71.8 69.8 Nestle 9,787,185 9,256,059 7,388,139 7,984,417 7,290,616 4,562,151 81.6 78.8 61.7 Carnation 9,299,955 8,852,562 8,773,096 6,287,190 5,065,407 3,225,438 67.6 57.2 36.8 Hunt Foods & Indus. 8,352,744 13,206,077 8,088,243 4,166,380 6,530,630 2,936,200 49.9 49.5 36,3 Borden 8,149,323 7,363,500 11,102,475 967,166 1,417,300 4,450,906 11.9 19.2 40.1 H. J. Heinz 7,738,296 7,370,130 7,251,019 3,150,233 3,009,011 2,875,530 40.7 40.8 39.7 Total Top 20 $357,736,379 $331,154,796 $320,169,156 $206,715,211 $180,476,442 $169,093,752 57.8 54.5 52.8 * Note: Measured media include: Newspapers, magazines, business publications, outdoor and television. ** Sources: Network— TvB/LNA-BAR Spot— TvB/Rorabaugh TELEVISION GROSS TIME EXPENDITURES LEADING FOOD ADVERTISERS General Foods General Mills Natl. Dairy Products Campbell Soup Kellogg Corn Products Standard Brands National Biscuit Pillsbury Quaker Oats Armour Continental Baking Swift Beech-Nut Life Savers Ralston-Purina Nestle Carnation Hunt Foods & Industries Borden H. J. Heinz *Source: TvB/LNA-BAR First Quarter 1962 Network* Spot** $ 4,945,431 $ 4,762,800 3,007,609 1,911,510 2,500,963 622,350 1,835,484 1,906,810 2,958,831 1,722,180 1.931.535 2,054,480 389,163 2,807,740 2,685,805 371,770 2,072,364 545,560 1.345.536 132,200 1,761,677 63,980 116,677 2,114,490 825,457 416,570 3,229,478 433,220 1,275,329 857,370 941,127 1,224,720 775,145 1,061,550 — 227,950 36,000 217,860 724,803 38,980 $33,358,414 $23,494,090 **Source: TvB/Rorabaugh 30 (BROADCAST ADVERTISING) First Quarter 1961 Total Network Spot Total $ 9,708,231 $ 4,830,818 $ 4,801,470 $ 9,632,288 4,919,119 4,594,500 533,020 5,127,520 3,123,313 2,236,653 307,700 2,544,353 3,742,294 1,506,560 914,070 2,420,630 4,681,011 2,281,219 1,494,710 3,775,929 3,986,015 1,373,689 1,473,700 2,847,389 3,196,903 2,217,930 2,217,930 3,057,575 2,437,332 438,710 2,876,042 2,617,924 1,735,359 1,256,620 2,991,979 1,477,736 1,287,417 864,310 2,151,727 1,825,657 1,270,460 267,510 1,537,970 2,231,167 214,395 2,251,570 2,465,965 1,242,027 495,010 241,520 736,530 3,662,698 1,747,229 136,860 1,884,089 2,132,699 1,660,430 396,020 2,056,450 2,165,847 407,463 1,458,410 1,865,873 1,836,695 735,240 737,920 1,473,160 227,950 1,894,790 1,894,790 253,860 137,659 96,170 233,829 763,783 891,377 7,360 898,737 $56,852,504 $29,842,810 $21,790,370 $51,633,180 BROADCASTING, July 9, 1962