Broadcasting Telecasting (Oct-Dec 1963)

First nine months top $1.2 billion NETWORK BILLINGS UP 5.5%; 3D QUARTER UP 4.4% this threat." The minority cited figures for the dollar volume in sales of broadcasting properties between 1954 and 1960 ($285,504,060 for radio alone, $723,592,401 for radio-TV), and said "surely these figures raise a danger signal which is pertinent to our inquiry. What is the effect of such skyrocketing sales prices on the purchaser's commercial policies?" Agency appointments . . . ■ Kal Kan Foods appoints AndersonMcConnell Advertising Agency, Los Angeles, to handle advertising for its 32 pet foods and Lang's clinical formula, sold to the veterinary profession. Appropriation for fiscal 1963-64 is $500,000, with Sunday supplements, newspapers and radio the major media. Kal Kan's former agency, MacManus, John & Adams, Los Angeles, was forced to resign the account because of a product conflict. ■ Heublein Inc., Hartford, Conn., has appointed Benton & Bowles, New York, to handle advertising for Byrrh cocktail wine and Irish Mist liquer. ■ Redfern Sausage Co., Atlanta, has named Liller Neal Battle & Lindsey Inc. of that city as advertising agency. ■ Westgate-California Products, San Diego, has appointed Geyer, Morey, Ballard, Los Angeles, as agency for a group of its new products. ■ Vescio's Inc., Michigan supermarket chain, names Parker Advertising Inc., Saginaw, Mich. FCC to give up on commercials The FCC has put off until early next month a final decision on how to bury its proposed commercial rulemaking. The commission, faced with a split within its own ranks, with solid industry opposition and with hostility in Congress, is ready to terminate the rulemaking that proposed adoption of the National Association of Broadcasters' Codes as an agency rule. But the commission lacked sufficient time at its meeting last week to decide on how the order ending the rulemaking should be drafted. As a result, final action was put off until after the holiday period. Basically, the commission is expected to reassert, in its order, that it does have authority to regulate commercials. It is also expected to state, as indicated earlier (Broadcasting, Dec. 16), that the commission will exercise this authority on a case-by-case basis and that it will The combined gross time billings of spot TV (national and regional spot) and network TV for the first nine months of 1963 totaled more than $1.2 billion. A report released last week by Television Bureau of Advertising said network gross time billings for the nine months came to $612 million, an increase of 5.5% over a like period the year before. A nine-month spot TV gross time billings total was estimated at $628.1 million (Broadcasting, Dec. 16). TvB also reported that the gross time billings of network TV for the third quarter only totaled almost $201 million, a 4.4% increase over last year. Adding spot TV's $185.3 million figure for that period, the combined total in the third quarter is $386.2 million. Far and away the advertising leader be able to do this more strictly than it has in the past with the additional information to be provided by the new program reporting forms now being prepared for both television and radio. Whether the commission will go beyond this position — which some mem in both network and spot during the third quarter was Proctor & Gamble with a combined total of $33.8 million. P&G's third quarter gross time billing figure breaks down into $16.8 million for network TV and $17 million for spot TV (Broadcasting, Dec. 16). Second ranking advertiser in network for the third quarter was American Home Products Corp. with billings of $8.4 million. Third place went to Bristol-Myers with network billings of $7.7 million. According to TvB, Anacin Tablets (American Home Products) was the leading advertiser brand in network for the third quarter with $2.9 million. In second place was Alka Seltzer (Miles Laboratories) with billings of $2.6 million, and third ranking brand was Salem cigarettes (R. J. Reynolds Tobacco Co.) with billings of $2.3 million. bers regard as relatively mild — was uncertain last week. Commissioners said it would be "hazardous" to attempt to predict the position ultimately adopted. Chairman E. William Henry is said to have favored including in the order ESTIMATED EXPENDITURES OF NETWORK TELEVISION ADVERTISERS BY PRODUCT CLASSIFICATIONS Source: TvB/LNA-BAR January-September January-September Percent 1963 1962 Change Agriculture & farming $ 24,400 $ 102,900 76.3 Apparel, footwear & accessories 6,870,700 5,839,700 + 17.7 Automotive, automotive accessories & equipment 41,984,200 34,514,000 + 21.6 Beer, wine 6,214,000 7,048,300 11.8 Building materials, equipment & fixtures 6,669,300 3,666,200 + 81.9 Confectionery & soft drinks 13,804,700 18,735,800 26.3 Consumer services 2,703,900 4,338,800 377 Drugs & remedies 86,298,600 73,402,900 + 17.6 Entertainment & amusement 1,050,300 679,400 + 54.6 Food & food products 102,522,800 100,547,100 + 2.0 Freight, industrial & agricultural development 68,700 76,600 10.3 Gasoline, lubricants & other fuels 6,931,900 13,663,000 49.3 Horticulture 569,200 304,300 + 87.1 Household equipment & supplies 23,876,800 23,833,700 + 0.2 Household furnishings 2,249,000 2,584,800 13.0 Industrial materials 12,258,600 14,625 400 16.2 Insurance 12,081,500 11,025,500 + 9.6 Jewelry, optical goods & cameras 6,635,500 8,095,300 18.0 Office equipment, stationery & writing supplies 3,007,100 2,645,800 + 13.7 Pets & pet supplies 9,142,000 6,494 100 + 40.8 Political 6,900 -100.0 Publishing & media 655,700 881,700 25.6 Radio, TV sets, phonographs musical instruments, accessories 3,071,500 3,604,300 14.8 Retail & direct by mail 33,400 137,600 75.7 Smoking materials 70,895,100 65,151,200 + 8.8 Soaps, cleansers & polishes 65,828,000 64,889,900 + 1-4 Sporting goods & toys 4,934,600 4,405,700 + 12.0 Toiletries & toilet goods 119,666,800 107,985,400 + 10.8 Travel hotels & resorts 1,826,200 691,500 + 164.1 Miscellaneous 180,100 159,900 + 12.6 TOTAL $612,054,600 $580,137,700 + 5.5 34 (BROADCAST ADVERTISING) BROADCASTING, December 23, 1963