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How spot tv product categories compare in 3rd qtr. spending
1961
1962
Agriculture
$ 221,000
$ 208,000
Ale, beer & wine
14,227,000
14,394,000
Amusements, entertainment
533,000
710,000
Automotive
4,023,000
5,375,000
Building material
557,000
631,000
Clothing, furnishings
1,420,000
1,220,000
Confections & soft drinks
9,197,000
12,381,000
Consumer services
4,172,000
4,961,000
Cosmetics & toiletries
13,626,000
18,090,000
Dental products
3,804,000
3,594,000
Drug products
7,023,000
8,531,000
Food & grocery
29,163,000
35,947,000
Garden supplies
47,000
66,000
Gasoline & lubricants
5,081,000
5,462,000
Hotels, resorts, restaurants
53,000
159,000
Household cleaners
Source: TSTi-Rorabaugh
5,123,000
6,795,000
1961
1962
Household appliances
927,000
1,057,000
Household furnishings
410,000
498,000
Household laundry
10,955,000
13,595,000:
Household paper
1,527,000
2,032,000
household, general
1,592,000
2,014,000
Notions
5,000
39,000 I
Pet products
1,668,000
2,194,000
Publications
867,000
804,000
Sporting goods, bicycles, toys
1,405,000
1,590,000 |
Stationery, office equipment
504,000
348,000
Tv, radio, phonograph
81,000
77,000
Tobacco products
6,288,000
4,990,000
Transportation & travel
1,151,000
1,601,000
Watches, jewelry
390,000
811,000
Miscellaneous
1,604,000
1,748,000 J
TOTAL
$127,644,000 $151,922,000
Tv spending on a one-way spree: up
Spot tv 17% ahead this year in 3rd quarter Network billings up 13% for first nine months Early evening increases its popularity
Spot tv billings for the third quarter 1962 continued the pace set in the year's earlier quarters by making a 17% rise over the same period last year, according to figures released today (10 December) . TvB-Rorabaugh totals for gross time billings were $151,922,000 lor the quarter, compared with $127,644,000 in the same 1961 period.
Early evening emerged as the time period gaining most ground in share of the billings, continuing a pattern set in previous quarters. Late night advanced somewhat
while daytime and particularly prime nighttime periods were down in their share.
For spot tv in the first nine months, gross time billings were $523,453,000, an increase of 19.1% over last year's $439,571,000.
Actual percentage increase for the summer quarter on a dollar basis was 19%. But an analysis of figures from 299 stations that reported in both quarters indicated a 17% increase.
Network up 13%. Network television billings for the first nine months of this year show a 13% rise
over the same months of 1961, another TvB report says. From January through September 1962 the networks billed $580,135,091, while in 1961 the comparable figure was $513,523,662. Network figures are compiled for TvB release by Leading National Advertisers Broadcast Advertisers Reports.
Important increases were shown in spending by major categories in both network and spot tv.
In third quarter spot, increased activity was highlighted by these categories: automotive from $4,023,000 to $5,375,000, up 33.6%; confections and soft drinks $9,197,000 to $12,381,000, up 34.6%; cosmetics and toiletries $13,626,000 to $18,090,000, up 32.8%; household cleaners $5,123,000 to $6,795,000, up 32.6%; household paper products $1,527,000 to $2,032,000, up 33.1%; pet products $1,668,000 to $2,194,
42
SPONSOR/ 10 DECEMBER 1962