Sponsor (Apr-June 1962)

SPARKED BY 47 NEW SPONSORS In third place was Lever Bros., with expenditures of $28,761,548. In 1960 Lever Bros, chalked up $28,613,140 in net television. The company replaced General Motors, which this year moved to fourth place. GM's total was $23,811,830, up from $22,985,033 in 1960. R. J. Reynolds Tobacco moved into fifth place with expenditures of $21,740,922. In 1960 the company spent $15,891,416 in network tv. More than half of all network advertisers, or 180, were under the $500,000 mark in net tv expenditures. The breakdown: less than $250,000— 138; less than $50,000^7; $50,000 to $100,000—32; $100,000 to $250,000—59. Other reports from TvB: A slight drop (0.3%) in percentage of homes using television during the average minute was noted in the evening, although actual television homes increased by 600,000, according to A. C. Nielsen. But morning and afternoon figures showed slight gains. In the morning, percent of homes using tv rose from 12.8% to 13.1%; in the afternoon, the figure 'rose from 23.3% to 23.9%. Network cost-per-1,000 for all programs drop 1 cent, to $2.72. Nighttime c-p-m fell 4 cents, to $4. Daytime c-p-m also decreased 4 cents to l$1.94, marking the first simultaneous decrease for daytime and evening programs in several years. The number of television homes in 1961 rose 4.5% to 49 million, marking a 90 percent penetration. Television homes with more than one receiver were up 10.3% to 6.4 million. (Source: A. C. Nielsen) Average hours of television usage per home in 1961 was 5 hours and j7 minutes — a one-minute increase over 1960. Total hours of usage per Jay was up 4.2% to an all-time high A 240,100,000 hours. (Source: A. C. Vielsen) The number of commercial televi*ion stations on the air in 1961 rose from 527 to 541. Vhf stations were ap by seven to 458; uhf outlets increased by seven to a total of 83. (Source: FCC) ^ lllllillllllllllllllliilllllllllllllllllllllllllllllll^ New net advertisers spent $12.3 million Rank among new advertisers Over-all net rank 1961 figures 1. Mead Johnson 36. 2. Food Manufacturers 122. 3. Prewitt, J. Nelson 124. 4. Martin Marietta 148. 5. Nutri Bio Corp 152. 6. Eldon industries 164. 7. Hertz 180. 8. Golden Grain Macaroni 183. 9. Dr. Pepper 199. 10. Merritt Chapman & Scott 219. 11. Emenee Corp 229. 12. Bradley, Milton, Co 234. 13. General Ins. of Amer 235. 14. Wilson & Co 241. 15. Houbigant 251. 16. Melnor Industries 252 17. Buitoni Foods 254. 18. Lowenstein, M. & Sons 263 19. Foster Grant Co 264. 20. Merck 266 21. Mirro Aluminum 267. 22. Dominion Electric 269. 23. Union Central Life Ins 277 24. Xerox Corp 278. 25. Blumenthal Bros. Choc 279. 26. Gulton Industries 280. 27. Plasti Kote 282. 28. Mystik Adhesive Products 289 29. Hanes Hosiery 294. 30. Matson Navigation 296. 31. Baldwin Piano 298. 32. Chatham Mfg 302. 33. Father John's Medicine 304. 34. Siris, A. J. Products 307. 35. Carter Ink 308. 36. Gorham Corp 309. 37. Jiffy Products 310. 38. Stowe Woodward 311. 39. Windsor Industries 312. 40. U. S. Photo Supply 317. 41. Wiedemann Brewing 319. 42. Lober, M. & Assocs 326. 43. Narragansett Brewing 332. 44. Int. Auto Sis. & Svc 334 45. Schaefer, F8tM, Brewing 337. 46. Fairmont Food 338 47. U. S. Natl. Bank of Portland 341 $5,902,376 928,420 841,762 598,273 550,270 484,221 382,250 366,900 271,800 214,600 175,070 153.600 152,748 140,386 117,450 115,127 110,000 99,538 98,966 96,985 96,474 92,829 75,348 74,670 73,120 72,440 69,660 55,640 49,812 49,220 49,057 40,730 35,200 31,010 30,218 29,676 29,217 29,019 28,025 25,401 22,704 14,067 9,717 9,360 4,400 3,780 584 TOTAL $12,326,123 Source: TvB/I*NA-BAK llllllllllllllllllllllllllll SPONSOR 16 april 1962 39