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months 1959. A similar hike is seen in network tv spending for the first 10 months of 1960 as compared to 1959. for all American-made autos. The 1060 figure is around $45 million 1959, around $37.8 million.
The busiest timebuying periods in the auto industry are in the fall, around announcement time, and in the spring months, most timebuyers agree. The summer is also a heavy spot time, especially for those autos which haven't been selling too well. Most timebuyers agreed it was still too early to tell if this summer would see some heavy auto spot campaigns.
Among those cars which have increased their spot tv budgets is Chrysler Corp.. which increased its spot spending "tremendously" for 196061. Its spot budget was fairly negligible during 1959, however.
Chrysler also was responsible for a very significant broadcast buy during 1960, that of the QXR fm network purchase of an across-the-board news show for 52 weeks. Bought through Paul H. Raymer Co.'s Detroit office, the buy represented $126.000 of fm business by Chrysler.
A trend which is continuing through 1961 is that of dealer group spot campaigns. Up to about three years ago, most auto companies contributed to dealer campaigns on a coop basis. This system has been dropped by most auto manufacturers. Present dealer campaigns are generally financed as follows: the dealer group is assessed so much per auto. Collected monies are used for regional dealer broadcast advertising.
Among the network shows currently sponsored by American-made autos: Chevrolet: My Three Sons, ABC; Chevy Show, NBC; and Route 66, CBS; Ford: Ford Show starring Tennessee Ernie Ford, Alfred Hitchcock Presents and Wagon Train, all NBC; Leonard Bernstein and the Philharmonic, CBS; Dodge: Laurence Welk, ABC.
Also Pontiac: Surf side Six. \MC: Oldsmobile, Hawaiian Lye. ABC; and Michael Shayne, CBS; Chi \ sin : Garry Moore Show, CBS: ami Studebaker-Packard; Pro Football, CBS.
As was recently reported in "Sponsor-Scope," 30 January 1961, most Detroit giants are expected to return i" network t\ ilii^ fall. ^
V2
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Here's a rundown of who's who 01
AGENCY
AMERICAN MOTORS
Rambler
GEYER, M0REY, MADDE & BALLARD
CHRYSLER CORP.
Corporate Chrysler-Imperial
Dodge division (Dodge-Dart)
Plymouth-Valiant div.
LEO BURNETT YOUNG & RUBICAM
BBD0 N.W.AYER
FORD MOTORS
Corporate
Ford-FalconThunderbird
Lincoln-Mercury
Mercury-Comet
Lincoln-Continental
KENY0N & ECKHARDT
J. WALTER THOMPSON
KENY0N & ECKHARDT
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GENERAL MOTORS
Corporate Buick-Special
Cadillac
Chevrolet-Corvair
Oldsmobile-F-85 Pontiac-Tempest
various
McCANN-ERICKSON
MacMANUS, JOHN & ADAMS
CAMPBELL-EWALD
D. P. BROTHER
MacMANUS, JOHN & ADAMS
STUDEBAKER-PACKARD
STUDEBAKER LARK
D'ARCY
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SPONSOR • (> FEBRUARY !*)<)]