Sponsor (Apr-June 1962)

Coke & Pepsi, in effort to dominate soft drink market, are setting ad expenditure records lipped it> t\ spending I>y 78.695 last vear to hit $5,570,626 against 13,119,040 in 1960. (.(ike's total advertising in major measured consumer media in 1961 came to $13,474,931. Pepsi, it is figured, spent $10,274,879 in all media in 1961. Coke's percentage increase over 1960 was 12.5; Pepsi's, 2.3. But these figures for the two colossal soft drink makers are already Boggy as yesteryear's blend of sugar, vanilla and cola nut. Today's are infinitely brighter, and if the unremitting krieg between Coke and Pepsi continues, observers predict, the advertising and promotional budgets of these two soft drink makers should soar to astronomical heights in an endeavor to cover the market around the globe. Major ammunition in this battle for markets will be television and radio. Coke executives told sponsor last week the) planned to spend approximately SI 7.000.000 in broadcast media this year. Some $12,000,000 will go into tv, the rest into network ami spot radio. In a typical week this summer. Coke commercials on network tv will reach more than two-thirds of all tv homes, each home seeing more than two commercials a week. It is estimated that over a four-week period, the network commercials will reach 959? of all tv homes. The message to be stressed in summer tv copy is "Enjov an ice-cold Coke— RIGHT NOW!" This will be backed up with a radio transcription featuring Anita Bryant which will support the theme. Pepsi will continue to be one of the biggest radio advertisers. For the summer months, full network spot radio schedules are planned and will run at a peak of 140 spots per week. Sinsrer Joanie Sommers will be backed up by Mitch Ayres' band doing the Pepsi Song in a wide variety of announcement-types. Included in Pepsi's overall radio plans is the Jim Broun Show, recorded comment on the national sports scene by Jim Brown, Cleveland Browns' fullback. Exclusive sponsorships are offered to franchisee! Pepsi bottlers. Philip B. Hinerfeld, v. p., advertising, Pepsi-Cola, told sponsor that a substantial portion of Pepsi's adpromotional budget is allocated for broadcast media. During 1962 Pepsi will have more tv frequency than at any time in its history, with extensive parent company network sponsorship complemented by local bottler video campaigns. "In radio, the combination of parent company spot placement and bottlers' schedules is giving Pepsi the greatest radio frequency we ever had." Hinerfeld continued. "Broadcast advertising has always been an integral part of Pepsi-Cola Co.'s overall advertising mix. Observers have credited broadcast as a kev factor in the company's spiraling sales and profit performance since 1950." Despite the war between the two biggest suppliers of cola drinks to thirsty homo sapiens around the world (Coke has some 776 bottling plants in 114 countries; Pepsi has 256 plants in 90 countries), both Seve W Top ten advertisers in bottled and canned soft drinks '61-'62 FIRST QUARTER 1961 Network Spot Total Network FIRST QUARTER 1962 Spot Total Coca Cola Co. $451,590 $1,385,230 $1,836,820 Pepsi Cola Co. 233,772 937,680 1,171,452 Seven-Up Corp. 336,660 126,370 463,030 Royal Crown 120,480 120,480 Canada Dry 194,390 64,080 258,470 Dr. Pepper 10,000 105,820 115,820 Cott Beverage 57,210 57,210 Schweppes 2,840 2,840 Hammpr 129,090 129,090 Mnffman Total Top Ten $1,226,412 $2,928,800 Sources: Network: TvIS LNA -IIAR. Spot: TMt Horabaugh, $4,155,219 $550,524 $2,581,230 $3,131,754 699,619 1,339,610 2,039,229 490,950 136,500 627,450 195,270 195,270 88,720 88,720 147,260 147,260 70,400 70.400 17,460 17,460 60,260 60,260 15,600 15 600 $1,741,093 $4,652,310 $6,393,403 28 vi'ovsoi; 25 .tune 1962