Broadcasting Telecasting (Jul-Sep 1963)
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What brewers spent on TV in 1962
Television advertising accounted for 55.9% of total media expenditures in 1962 by the 10 leading brewers (determined by total product sales) — a 4.8% increase over the previous year, according to Television Bureau of Advertising.
Gross time expenditures by the ten top brewers amounted to $35,966,987 compared with $29,307,877 for the same firms in 1961. Total media space and time billings for
the group rose to $64,386,511 from $57,313,306.
For the second consecutive year Jos. Schlitz Brewing Co. ranked first in both total advertising and television billings. Gross time expenditures by the company increased to $8,984,876 last year from $5,409,588 in 1961.
Falstaff Brewing Corp., which ranked second in television advertising, increased its billings to $6,016,
174 from $3,816,143, boosting its television share to 73.9% from 69.5%.
Falstaff led the group in network expenditures while Schlitz was heaviest in spot TV.
Anheuser-Busch, third in total tv expenditures, was second high in spot TV buying with an outlay of more than $5.5 million in 1962.
Pabst and Canadian Breweries also were heaving in TV spot.
1962
TOP 10 BREWERS* (TOTAL PRODUCT SALES) MAJOR MEDIA ADVERTISING EXPENDITURES GROSS TIME AND SPACE
Jos. Schlitz Brewing Falstaff Brewing Anheuser-Busch Pabst Brewing Canadian Breweries (Carting) P. Ballantine & Sons Theo. Hamm Brewing F. & M. Schaefer Brewing Miller Brewing Liebmann Breweries Totals
Sources: Network TV: TVB/LNA-BAR Spot TV: TVB/Rorabaugh Magazines: PIB
* Distributors excluded
Total TV
Magazines
Newspapers
Outdoor
Total
%TV
$ 8,984,876
$2,179,555
$ 473,841
$ 2,585,688
$14,223,960
63.2
6,016,174
420,786
158,879
1,548,077
8,143,916
73.9
5,467,288
2,080,616
916,364
4,625,936
13,090,203
41.8
4,600,094
22,033
587,015
1,752,894
6,962,036
66.1
3,901,557
637,152
485,135
716,024
5,739,868
66.8
2,216,143
482,614
805,973
962,840
4,467,570
49.6
2,059,875
490,961
1,437,167
3,988,003
51.7
1,806,490
148,344
845,391
2,800,225
64.5
634,080
940,348
1,115,357
2,689,785
23.6
280,410
126,828
1,323,237
550,470
2,280,945
12.3
$35,966,987
$6,889,931
$6,505,106
$15,024,487
$64,386,511
55.9
Newspapers: Bureau of Advertising Outdoor: Outdoor Advertising, Inc. Sales: Modern Brewery Age
Network Spot
Schlitz Brewing $2,382,126 $6,991,400
Falstaff Brewing 3,415,614 2,794,360
Anheuser-Busch 546,138 5,577,190
Pabst Brewing 212,764 4,475,430
Canadian Breweries 166,317 4,419,330
P. Ballantine 985,613 1,230,530
Hamm Brewing 248,975 1,881,600
Schaefer Brewing 1,895,450
C. Schmidt & Sons 1,837,620
Stroh Brewery 1,690,300
Sources: Network: TvB/LNA-BAR; Spot: TvB-Rorabaugh
1962 BREWERS AND DISTRIBUTORS TV GROSS TIME BILLINGS Total TV
$9,373,526 6,209,974 6,113,328 4,688,194 4,585,647 2,216,143 2,130,575 1,895,450 1,837,620 1,690.300
Pearl Brewing Drewrys Ltd., U. S. A. Duquesne Brewing Lucky Lager Brewing George Wiedermann Brewing National Brewing Miller Brewing Narragansett Brewing Burger Brewing Liebmann Breweries
Network
Spot
Total TV
12,463
1,279,730
1,292,193
1,005,850
1,005,850
979,740
979,740
972,340
972,340
19,947
810,720
830,667
124,957
649,400
774,357
665,530
665,530
18,681
558,490
577,171
297,130
297,130
280,410
280,410
pulling power of retail advertising "symptom number one" of the numerous ailments from which it is suffering.
"Symptom number two," Mr. Marcus went on, "is that retail advertising doesn't do a very good job of image building . . . this leads to symptom three: retail advertising is for the most part dull, uninteresting, unexciting and ugly."
Mr. Marcus directed his clinical analysis of retail towards its use of newspaper space, noting that "while retailing has made some use of radio and a slight use of TV ... the bulk of retail advertising budget has gone into newspapers."
Gardner expands in West
A broadcast buying operation will be established by the Hollywood office of Gardner Advertising Co. for purchase
of spot radio and television schedules in the Pacific and Mountain States. Buying operations will btgin Aug. 1 when Ralph Neugebauer, media supervisor in the St. Louis office, will be transferred to the West Coast.
Business briefly . . .
General Mills Inc. will sponsor NBCTV's 15-minute pre-All-Star baseball game show, All-Star Scouting Report (Tuesday, July 9, 12:30-12:45 p.m. EDT). The show, packaged by Tel Ra Productions, will feature action film clips of all-star players. Agency: Knox Reeves Advertising, Minneapolis.
Zenith Radio Corp. and Amana Refrigeration Inc. will sponsor NBC-TV's color television coverage of the World Series of Golf, Sept. 7 and 8 (4:30-6
p.m. EDT both days) from Akron, Ohio. The tournament pits the winners of four tournaments — the U. S. Open, the Masters, the British Open, and the Professional Golfers Association (PGA) events — in competition for a $50,000 first prize. Zenith's agency is Foote, Cone & Belding and Amana's agency is MacFarland, Aveyard & Co., both New York.
Gulf Oil Corp. through Young & Rubicam will sponsor NBC-TV special on the coronation of Pope Paul VI, Thursday, July 4 (7:30-8:30 p.m.).
Stephen F. Whitman & Son, Bala Cynwyd, Pa. (chocolates), through N. W. Ayer, Philadelphia, has bought 18 commercials a week for 35 weeks on ABC Radio beginning today (July 1). Network spots — divided equally into min
36 (BROADCAST ADVERTISING)
BROADCASTING, July 1, 1963