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TOILETRY FIRMS SPEND ON SPOT AND NET TELEVISION
WORK* SPOT*
1958
$12,130 L98 1 ,566, 1 5 1
1.130.976
5,924 1 12 1
303.330
1.695,612
1,434.882
2.316.672
12.997.938
1.811.181
2.938.475
1,635,529
1958
1957
1956
$6,439,870
S7.70K.oio
$ 383 370
3,153,490
5.500.280
3,332,230
3. 1 53.280
155,810
3,030,890
2,328,360
(.33.230
2,770,420
2.287.750
1,307,680
2.203.580
2.983.700
2,51 l.ooo
1,772,800
3.173.660
3,741.050
1,553,810
1,168,860
163.030
1,439,920
1,595,100
1,213.500
1,308,410
2,290,850
3 181.730
1.235 120
616,970
93,010
1.235.120
491,810
1,425,440
1.121.100
1,723,750
1,532,870
1.063.880
885,240
—
815,740
154,420
1.817.870
752.2 10
583.330
2 17.110
745,040
753.720
158.560
711.600
166,810
618,760
1.023.310
717.8 10
•TM". lituir I'.i-i.i mi v ( H.iraliaugh estimates foi only cosmetic an.l toiletrj product* i bj Uw • .imxinis
illllllll. III
ill:'"..
Spot ('58) : N<>. 1.. food. 26' < of $511.7 million billing; No. 2.. cosmetics. 9' i ; No. '5.. tobacco, (»' < ; No. 4.. drugs. 8%; No. 5., automotive, 9%. (All figures, Television Bureau of Advertising I .
This spring, ;i spot check of network and spot activity shows the move into the visual medium to he even more pronounced. Vs of May, there were 21 network advertisers on the air selling 1') different products. Of the l)\ programs sponsored bj cosmetics-toiletries i this includes
multiple-segment programs) everj
week. 15 were aired hefore 6 p.m.. 10 after 0 p.m.. representing an even division of interest in reaching housewives as well as an all famil) or adult audience. ABC is airing 20 of the shows, CBS, 28, and NBC, 13.
rhere's an interesting contrast between typical use patterns in the three major market-, also. This spi ing during a typical week of monitoring 1>\ Broadcast Advertisers Reports, (here were 35 cosmetic advertisers using spot t\ in Chicago. 10 in New
SPONSOR
27 JUNE L959
York and 17 in Los Angeles. Each of these cities represented commercials 1"i 52, 54 and ()") different cosmetic and toiletry products, respet lively. Part of the explanation for (hi eoneenti ation on the \\ est ( loasl undoubtedly lies in it weather, which calls for the same products which are summer seasonal in most othei areas ol the country .
Umosl all of the W\ 20 i\ advei ■ tisei listed in the chart have expei i
em imI unusual success with their use
I Please turn t<> pagt I I
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