Sponsor (Oct-Dec 1962)

Record Details:

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000, up 31.5% and watches, jewelry, and cameras $390,000 to $811,000, ii|) 107.!)",,. (See chart, page 42.) Toiletries became the leading advertiser classification in network television, Januan through September, increasing 20.9% from $89,282,651 to $107,985,397. Other network categories showing increases were food, up 6.4% to $100,536,706; automotive, up 8.1% to $34,513,683; household equipment, up 17.1% to $23,833,742, and soaps, up 9.3% to $64,889,857. Brand leaders. Anacin was the leading brand in network billings, spending $8,042,171 during the period. Bufferin was second, with $6,628,715. Among the remaining top 25 brands, those that increased spending markedly were Colgate Dental Creme, Campbell Soups, Falstaff beer and Pillsbury chilled products. Both Procter & Gamble products in the top 25, Crest toothpaste and Tide, dropped network expenditures slightly. Rut P&G was the leading network advertiser with gross billings of $39,573,85.'}. American Home Products was second with $23,1 85,374. In spot television, three advertisers wound up on the top 100 list (see chart, page -13) lor the first time. Charles Gulden & Co., with billings of $341,700; Knox Gelatine, with $317,000, and \V. F. Young Co., makers of Absorbine, with $305,000. Time periods. In time of day, early evening this year look 23.9% of all billings, or $36,318,000, during the third quarter. Last year this segment earned 21.8% of all billings. Late night increased its share to'23.5%, or $35,749,000, compared with 22.1% last year. Prime night was clown to 29.7"(, from 33.1% the previous season. Daytime spending was 22.9% of the whole, just below last year's share of 23%. I.D.s continue to decline in favor, while announcements strengthened their lead in types of activity preferred. The latter accounted for 79.3"() of all activity, up 5.3% compared with last year. I.D.s look 8.4% of the billing, or 2.6",, below previous figures. Programs were clown, too, dropping from 15% last year to 12.3% this year. ^ Top 100 spot tv advertisers 1. Procter & Gamble $14,207,100 51. Foremost Dairies 558,200 2. Colgate Palmolive 6,513,300 52. Falstaff Brewing 555,000 3. William Wrigley 4,333,300 53. Johnson & Johnson 550,600 4. Lever Brothers 4,037,3 jO 54. P. Ballant.ne 550,500 5. General Foods 3,891,600 55. Golden Press 542,600 6. Alberto-Culver 3,277,200 56. Pnillips Petroleum 542,530 7. Bristol-Myers 3,094,800 57. Pet Milk 537.3C0 8. General Mills 2,822,800 58. International Latex 529.890 9. Coca-Cola bottlers American Home Prod. 2,756,200 2,207,700 59. Star Kist Foods 518.6C0 10. 60. Hills Bros. Coffee 516,800 11. Standard Brands 1,950,400 61. American Chicle 508,100 12. Jos. Schlitz Brewing Kellogg 1,8:5,203 1,748,800 62. H. J. Heinz 493,300 13. 63. Stroh Brewery 432230 14. Corn Products 1,738,800 64. Lucky Lager Brewing 481,400 15. 16. Philip Morris Gillette Miles Laboratories 1,516,800 1,317,590 1,295,000 65. 66. Greyhound New York Telephone 477,400 473,200 17. 67. Laddie Boy Dog Foods 469,300 18. 19. 20. Carter Products Ford Motor dealers Food Manufacturers 1,294,800 1,266,200 1,214,900 68. 69. 70. Andrew Jergens M. J. B. Sinclair Refining 462,400 431,800 459,700 21. 22. 23. Pabst Brewing Pepsi Cola bottlers Continental Baking 1,203,400 1,201,900 1,047,200 71. 72. 73. J. Nelson Prewitt Lehn & Fink Products Ball Bros. 451,600 438,800 438,100 24. Avon Products Simoniz Associated Products 1,026,700 999,600 992,500 74. American Tobacco 437,100 25. 75. Du Pont 428,200 26. 76. 77. Nestle Maybellme 391,600 386,900 27. Anheuser-Busch 989,500 General Motors dealers 986,300 28. 7fl. Sears Roebuck 385,530 29. P. Lorillard 963.500 79. 80. Climalene E. & J. Gallo Winery 380,200 378,900 30. Canadian Breweries 891,700 31. Welch Grape Juice 857,900 J. A. Folger 854,100 R. J. Reynolds 844,200 C. Schmidt & Sons 813 200 U S. Borax & Chemical 808,800 Shell Oil 804,000 81. Chrysler dealers 370,000 32. 82. Cott Beverage bottlers 353,0:0 33. 83. Atlantic Refining 353,900 34. 84. Kimberly-Clark 346,000 35. 85. Schaefer Brewing 343,700 36. 86. Charles Gulden 341. 7C0 37. 38. 39. Ralston Purina Armour Chesebrough-Pond's 742,600 715,300 709,300 87. 88. 89. A&P Standard Oil (Ohio) Armstrong Rubber 340,700 334,700 332,100 40. 41. Liggett & Myers United Vintners 706,900 705,600 90. 91. 92. Shulton B. C. Remedy General ley 329,400 329,400 325,400 42. Campbell Soup 692,600 43. Warner-Lambert 675,703 93. 94. National Biscuit Knox Gelatine 319,930 317.700 44. Theo. Hamm Brewing 667,700 45. American Oil 653,300 95. Scott Paper ".10,900 46. 47. 48. Charles Pfizer 626,200 Humble Oil & Refining 611,900 Pacific Tel. & Tel. 588,900 96. 97. 98. Texize Cnemicals Hunt Foods & Indus. Frito-Lay 310,700 308,203 305,800 49. Armstrong Cork 531,100 99. 100. Oscar Mayer 305,500 50. American Motors Corp. 570,400 Source! TvB-Boribaugti W. F. Young 305.000 SPONSOR/ 10 DECEMBER 1962 45