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TOP 10 AIR AGENCIES' RADIO/TV $$-1957-60
NETWORK
$ in tv
(millions)
% gain from prev. year
$ in radio
(millions)
% gain from prev. year
$ in tv
(millions)
% gain from prev. year
$ in radio
(millions)
% gain from prev. year
'60
5,364
1%
386
21%
2,791
13%
999
6%
'59
5,307
14
318
9
2,463
6
940
6
'58
4,619
6
292
0
2,309
10
884
25
'57
4,365
292
2,099
1,183
IN FOUR YEARS, billings have risen in all areas of tv and radio— spot and network— with the most significant gains from the top 10 agencies appearing in spot tv and network radio. Four-year totals: network tv: $1,965.5 million; spot tv, $966.2 million; network radio, $128.8 million; spot radio, $400.6 million. In 1960, top 10 are spending a Sponsor-estimated $1.46 billion on advertising, some 63% of which— $1.07 billion— is on air
Young & Rubicam: $5 million in '57, $3^8 in '58, $3 in '59, 1960, $3.7 million.
Cunningham & Walsh: from $1.5 million in '57 to $2 in '58 and $3 million in '59, with $3 million this year also.
N. W. Ayer: $2 million in '57, $3 in '58 and $4 in '59, $3 million in '60.
Esty moved from $1.5 million in '57 to $3.5 in '58; $2 in '59 and $2.6 in 1960.
Geyer, Morey, Madden & Ballard spent $1.6 million on network radio this year.
These billings for spot and network tv and radio show patterns of the top 10 which set the pace, weight, and balance for broadcast media usage of
other agencies — large, medium, and small in all parts of the country. The trend, as indicated by individual agency figures for the past four years, point to an ever greater allocation for broadcast media. More qualitatively, analysis shows that the actual buying procedure is also sharpening and focusing on more specific and meaningful marketing goals. ^
1960 AIR SHARE OF AGENCY BILLINGS BY QUINTILE
(Five groups of 10 agencies each in the top 50 in air billings) GROUP % OF TOTAL BILLINGS IN AIR MEDIA
FIRST 10 AGENCIES BY RANK 58.0%
SECOND 10 AGENCIES BY RANK 52.5
THIRD 10 AGENCIES BY RANK
57.7
FOURTH 10 AGENCIES BY RANK
41.8
FIFTH 10 AGENCIES BY RANK
49.2
THE LARGER the advertising agency, the larger the allocation to air media, as shown in the above quintile analysis. The biggest 10 agencies allocate an average of 58% of their total billings to air media; the smallest in the top 50, 49%. The four agencies with the highest percentages of air to total billings are Parkson, with 89%; Wade, 84%; Bates, 81%; and Esty, 80%, all for 1960. Dollar figures start on p. 30
SPONSOR • 19 DECEMBER 1960