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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