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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%. #►
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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.
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30 SPONSOR/ 1 October 1962