Sponsor (Oct-Dec 1962)

Record Details:

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products with first half 1962 billings of $164,711,032, up 8.3%. In second place among the big gainers this year, following closely behind the sporting goods-toys category, was the tv, radio, phonograph, musical instruments group. A 94.9% rise was reflected in net work buys amounting to $2,365,782, while $233,000 was spent in spot. Leading the product groups which decreased usage of tv commercials for the first half of 1962, TvB disclosed, was agriculture, with a 73.8% drop-off. In 1961 (January -June), $1,131,242 was spent on behalf of agriculture via networks, and $725,000 via spot tv. \ The total this year was $487,000,! all in spot. Hotels-resorts-restaurants fell off 8.9%, and the watches-jewelrycameras classification, 7.4%. #► |llllllllll!!!lll!lllllll!III!lllillllll!ll!l!iiilllll!lllll!lllll!IM^ 1111 Estimated television expenditures, January-June 1962 Product Category Total tv Spot tv* Network tv** '62 vs. '61 % Change Agriculture $ 487,000 $ 487,000 $ -73.8 Ale, beer & wine 32,731,424 28,673,000 4,058,424 + 13.8 Amusements, entertainment 1,484,072 998,000 486,072 -4.6 Automotive 35,255,386 11,467,000 23,788,386 + 19.5 Building material, equipment 10,006,234 1,455,000 8,551,234 + 8.7 Clothing, furnishings, accessories 7,025,871 4,407,000 2,618,871 -25.7 Confections & soft drinks 42,453,245 26,796,000 15,657,245 + 35.4 Consumer services 26,245,543 12,152,000 14,093,543 + 27.5 Cosmetics & toiletries 88,882,590 35,861,000 53,021,590 + 25.4 Dental products 28,151,561 10,195,000 17,956,561 + 11.0 Drug Products 73,405,670 25,454,000 47,951,670 + 18.4 Food & grocery products 164,711,032 100,448,000 64,263,032 + 8.3 Garden supplies & equipment 1,203,287 867,000 336,287 + 25.6 Gasoline & lubricants 25,012,104 15,610,000 9,402,104 +26.8 Hotels, resorts, restaurants 337,000 337,000 -8.9 Household cleaners, cleansers, polishes, waxes 31,003,537 14,745,000 16,258,537 -6.3 Household equipment — appliances 7,197,737 2,460,000 4,737,737 + 3.4 Household furnishings 3,470,980 1,104,000 2,366,980 + 1.4 Household laundry products 55,435,236 30,310,000 25,125,236 + 19.5 Household paper products 14,156,518 5,979,000 8,177,518 + 34.2 Household general 9,408,073 3,556,000 5,852,073 + 29.4 Notions 421,283 121,000 300,283 + 292.4 Pet products 10,214,717 5,899,000 4,315,717 + 29.0 Publications 1,766,609 1,139,000 627,609 -33.9 Sporting goods, bicycles, toys 6,212,811 3,221,000 2,991,811 + 103.2 Stationery, office equipment 1,398,284 17,000 1,381,284 -3.4 Television, radio, phonograph, musical instruments 2,598,782 233,000 2,365,782 + 94.9 Tobacco products & supplies 61,001,540 17,398,000 43,603,540 + 10.1 Transportation & travel 3,851,889 3,248,000 603,889 + 12.3 Watches, jewelry, cameras 7,076,866 1,144,000 5,932,866 -7.4 Miscellaneous 6,696,734 5,750,000 946,734 + 40.8 TOTAL $759,303,615 $371,531,000 $387,772,615 + 15.2 •Source: TvB-Rorabaugh. **Souice: TvB/LNA-BAR. ^,!lllllillilllll!lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllll!lllllllllllll 30 SPONSOR/ 1 October 1962