We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
OVER 25% IN SPOT TV
The dramatic rise of spot tv as a major ad medium (see sponsor, 7 November) is further highlighted by a new study "Spot Tv and the Titans" by Edward Petry & Co. According to Petry, 27 of the top 100 advertisers in 1958 spent more than 25% of their total measured media budgets in spot tv. Preliminary 1959 estimates indicate there are many additions this year to this blue-chip advertisers list. ^
ADVERTISER
Adell Chemical
American Chicle
Anheuser-Busch
SPOT TV BUDGET
% OF TOTAL
$ 7,664,350
98%
2,355,040
44%
3,305.170
27%
Brown & Williamson
9,413.530
44%
Canadian Bretving
1,995.883
38%
Carter Products
5,202 300
62%
Coca-Cola
3,699,270
29%
Continental Baking
9,223,910
63%
Falstaff Brewing
2,356,450
39%
Hamm Brewing
1,690,180
36%
Lever Bros.
15,272,000
33%
Lorillard
6,717,450
27%
Miles Laboratories
7,895,950
51%
National Biscuit
4,022,960
33%
Norwich Pharmacal
1,877,690
37%
Pabst Brewing
3,684,390
68%
Pepsi-Cola
3,163,000
34%
Procter & Gamble
33,833,060
36%
Shell Oil
3,323,630
26%
Standard of N. J.
3,102,550
30%
Sun Oil
1,769,580
35%
Texise
4,704,170
100%
United Manufacturers
3,993,850
82%
Vick Chemical
2,280,210
46%
Stanley Warner
5,678,510
84%
Warner Lambert
8,832,990
53%
Wrigley
2,071,990
30%
Blllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllilllllllllllllllllllllllll^
40
NEW DATA
^ Study by Ohio State U. reveals adults listen to and prefer 15-niinute news shows
^ Listening by adult males out-of-honie on weekdays, is two-thirds that of in-home
^^ome brand new facts on male out-of-home listening and the female daytime radio audience have just been unveiled by Ohio State University in the latest of a series of studies dealing with the characteristics, listening habits and program preferences of the radio audience.
Among the findings of this comprehensive report: (1) listening by adult males out-of-home is two-thirds that of in-home listening; (2) 15niinute news shows get the nod from most adults; (3) radio listening by women declines with increased income and education; and (4) of all types of music, rock 'n' roll is most disliked by adults.
The study, compiled by Howard Hopf and Raymond Bedwell, Jr., both graduate students in radio and tv programing in the Department of Speech at Ohio State U., was carried on during April 1959, in Columbus and its suburbs.
Based on a cross-section sample of 1,350 homes, the responses represent 1,154 families, 2,519 adults and 699 children (10-18 years old). In weighing the results, it must be noted that the questionnaires were returned by a larger proportion of listeners from families in the high and middle income groups than by those in low income categories. The sample therefore is somewhat skewed in the direction of higher level individuals and groups.
The chart on the next page ( near left ) shoAvs that while men spend less time listening to radio in the home than women, weekday out-ofhome listening for those in the 19-25
SPONSOR
28 NOVEMBER 1959