Sponsor (Oct-Dec 1960)

allocation of .">!'.', for the top 10. Here are some individual agency activity, and network and spot t\ I rends which emerge from analysis of the data on the top 10 tv agencies of I960, and what they've done in the past four years. Spot tv: Ted Bates in spot tv ranged upward from $34.5 million in '57 to S42.4 in '58, 847 in '59, and $47 million in 1900. J. Walter Thompson rose from SI 6.0 million in '57 to $24 in '58, and $45.8 in '60, with the agency out of the top 10 in '59. Benton & Bowles" track record: "57. Network tv: J. Walter Thompson, '57, $66.4 million; '58, $85.5; '59, $120; '60, $91.6. Young & Rubicam: "57. 866 million; '58, $62.5; '59, $70; '60, $74. McCann-Erickson : '57, $62 million; '58, $61; '59, $69; '60, $68. Ted Bates: '57, $34.5 million; '58, $35.7; '59, $43; '60, $55. Benton & Bowles: '57, $36 million; '58, $40; '59, $40.5; '60, $53. BBDO: '57, $46 million; "58. $47; '59, $47; '60, $46. Leo Burnett: '57, $34 million; '58, 139.3; '59, not in top 10; '60, $42.9. Dancer-Fitzgerald-Sample: '57. not lion; '58, $9.4; '59, $11 and in 1960, $12 million. Ayer billed $6 million in 1957, $10 in '58, $11 in '59 and $12 million this year. J. Walter Thompson: $6 million in "57: $11.8 in '58, out of the top 10 in '59 and $8.3 million this year. DancerFitzgerald-Sample: from $8.5 million in '57 to $7 in '58. 88 in "59 and 88 again this year. Lennen & Newell moved from 82.9 million in '37 to 88 million this year, was out on the top 10 in '58 and '59. Grey Advertising was out of the top 10 in '57, went to $4.4 million in MOST BROADCAST BILLING COMES FROM NEW YORK 33 of the top 50 are N. Y. agencies NEW YORK 33 CHICAGO io DETROIT 3 ST. LOUIS 2 SAN FRANCISCO 1 PITTSBURGH 1 Total 50 BROADCAST MONEY is concentrated in the major-market areas, with 33 of the 50 ranking agencies, in terms of broadcast billing, located in New York. Top three air agencies are J. Walter Thompson, Young & Rubicam, and McCannErickson. McCann, a sprawling advertising giant unit made cohesive by manager meetings such as shown at left, allots 48% of its billings to broadcast, contrasted with an average of 58% for the top 10 shops, 53% for the top 50 $15.5 million; '58, $25 million; '59, $33.2; '60, $35 million. BBDO: '57, $25.0 million; '58, $26; '59, $26; '60, $30. Compton: '57, $16.3 million; '58, $20; '59, $17.9; '60, $24. Young & Rubicam: '57, $19 million; '58, not in the top 10; '59, $21; '60, $23. McCann-Erickson: '57, $31 million: '58, $26.6; '59, $21; '60, $21. \. W. \\.r: '57, $24 million: '58, S21; '59, $19; '60, $20. Burnett: '57. not in top 10; '58, Hi a; '59, $36.2; '60, $18.4. tej Cone & Beldin;:: '57, $7 million; '58 and '59, not in the top 10; -14.9. i 32 in top 10; '58, $35 million; '59, $37; '60, $42. William Esty: '57, $31 million; '58 and '59, not in top 10; '60, $33.8. Kenyon & Eckhardt: '57, $30.6 million; '58, $29.8; '59, $31; '60, $30.1. Spot radio: BBDO: from $12 million in '57 to $13 in '58 and '59; then to $15 million in '60. Esty, out of the top 10 ranking in '57, moved to $9 million in '58. $11.6 in '59 and $12.4 million in 1960. McCann-Erickson spot radio billings rose from $12 million in 57. $13 in '58, S16 in '59, dropping this year to $12 million. Young & Rubicam: 1957. $10 mil "58. $5.5 in '59 and $6.2 million this year. Kenyon & Eckhardt : Out of the top until 1959 and 1960, with $6 million for each year. Network radio: Campbell-Ewald from $3.2 million in "57 to $2.5 in '58, $6.2 in :59 and $8 million this year. J. Walter Thompson: from $6 million in "57 to $4.5 in "58. out of the top 10 in '59 and $5.5 million in '60. McCann-Erickson moved into the top 10 list in '58 and "59 with $2 million, $4 million in 1960. Erwin Wasey, Ruthrauff & Ryan: $2 million in '57, out of top 10 in '58, $3.8 in "59. $5.2 million this year. SPONSOR • 19 DECEMBER 1960