Yearbook of radio and television (1960)

Record Details:

Title:
Yearbook of radio and television
Date:
1960
Publisher:
New York : Radio Daily Corp.
Volume:
Radio annual and television yearbook (1960)
Leaf #:
000119
Language:
English
Collection:
Broadcasting & Recorded Sound, Year Book, and Books
Format:
Annuals
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:
Date Added:
September 28, 2023
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ie=a=a=ft::ft:ifc=fci&3fci?-1 00 NATIONAL (Continued from Page 111) Estimated Advertiser Expenditure 73. Esso Standard Oil Co 481,000 74. Hertz Corp 479,800 75. Alberto-Culver 470,500 76. Swift & Co 456,700 77. Quality Bakers of America. . . . 449,500 78. Welch Grape Juice Co., Inc 449,^00 79. Kayser-Roth Hosiery Co 440,100 80. Standard Oil Co. (Indiana) 437,200 81. Associated Products, Inc 435,700 82. Piel Bros 433,700 83. Pharma-Craf t Corp., Inc 430,300 84. Interstate Bakeries Corp 438,700 85. Exquisite Form Brassiere, Inc. 418,400 Source: TvB: Borabaugh <S REGIONAL TV SPOT ADV. Estimated Advertiser Expenditure 86. Chrysler Corp 418,100 87. Louis Marx & Co., Inc 417,000 88. Atlantis Sales Corp 416,600 89. E. F. Drew Co., Inc 401,000 90. Duncan Coffee Co 398,300 91. United Vintners, Inc 396,100 93. Sun Oil Co 388,000 93. National Dairy Products Corp.. 387,000 94. Chunky Chocolate Corp 385,500 95. Monarch Wine Co., Inc 384,600 96. Contadina Foods 383,500 97. Lanvin Parfums, Inc 379,400 98. Food Manufacturers, Inc 377,600 99. Paxton & Gallagher Co 373,500 100. Gold Seal Co 368,500 A breakdown of spot television expenditures by "time of day", comparing the current Fourth Quarter with the same period 1958, revealed that the largest increase currently was in the use of Nighttime* television. An analysis of "type of activity" showed that Announcements** had the largest increase in dollar expenditure. Time of Day Amount Percent Day $ 62,297,000 37.6 Night 81,960,000 49.4 Late Night 21,475,000 13.0 Total $165,732,000 100.0 Type of Activity Amount Percent Announcements $127,971,000 77.2 ID'S 17,695,000 10.7 Programs 20,066,000 12.1 Total $165,732,000 100.0 * During Class "A" time. ♦ *Including participations. ' Source: TvB 113