Sponsor (Oct-Dec 1964)

SFON^SOB. VTEEK Top 50 Advertising Agencies by Broadcast Billings SPONSOR'S 1964 annual survey shows radio-tv billings jump sharply from 51 to 65 New York — A new high of $3.9 bilHon — that's the amount of total billings for the top 50 radio-tv agencies in the country this year. Since they are, among them, responsible for something under a quarter of all domestic advertising, the national all-agency all-media bill may reach as high as the $15 billion mark this year. Notable is the fact that these leaders are realizing an estimated 65 percent of their gross billings (as they estimate them, including time, talent and production) from the two media they specialize in — radio and television. This year's figures not only indicate a possible $200 million rise in total spending by leading agencies, but an impressive 14 percent increase in broadcast billings. In 1963, the half-hundred agencies included in Sponsor's annual survey earmarked just over half — 5 1 percent — of their total billings for radio and tv. That means this year's portion was boosted by almost 15 percent. Several agencies, formerly heavy in all media, showed a definite shift toward broadcast this year. percent of agency totals Standouts are Maxon, which increased broadcast activity from 60 to 83 percent; Guild, Bascom & Bonfigli, which increased its radiotv proportion from 56 to 74 percent; William Esty, which raised its broadcast allocation from 80 to 93 percent. In dollar terms, 10 of the top 25 agencies upped broadcast spending by more than $10 million. BBDO led in dollar-volume increases, raising its broadcast billings $18.5 million. Ogilvy poured an additional $17.1 into radio-tv. Other agencies registering large increases in broadcast dollars: Doyle Dane Bernbach, J. Walter Thompson, Ted Bates, Leo Burnett, William Esty, Grey, Maxon, Campbell-Mithun. J. Walter Thompson, the world's largest advertising agency, again ranked first in total radio-tv billings, while Young & Rubicam, Ted Bates and BBDO continued to hold the next three spots. McCann-Erickson, number five last year, dropped to eighth place in the 1964 Imeup after an estimated $6 million loss in billings. Other members of the Interpublic Group — EWR&R, Fletcher Richards— TELEVISION, RADIO, OTHER MEDIA HAVE A HEALTHY 1964 Total Billings Radio/tv Billings Radio Billings 1.0 ■••••• •«• .•••" .' .xxvxvx> 1957 1958 1959 1960 1961 1962 1963 1964 November 16, 1964 experienced heavier losses. Reason for the over-all dip is generally believed to be the acquisition of new agencies by Interpublic, resulting in what a number of clients considered account conflicts (Schenley, BrownForman and National Distillers; 3M and Bell & Howell; Staley Manufacturing and Corn Products). EWR&R lost an estimated $10 million in billings, dropping from 27th to 39th place. Fletcher Richards lost $18 million, knocking it from its 45th spot in last year's survey and out of the 1964 top 50. In 1963 the agency billed $10.5 million of $24 million in broadcast, yet entered the Interpublic complex early this year with only $8 million in total agency billings. McCann-Marschalk was the only Interpublic agency listed in last year's top 50 to post a gain, rising $10 million in total billings of which $5 million was in broadcasting. Another bright spot for Interpublic: Jack Tinker. With the acquisition of the $11 million Alka-Seltzer account, largely broadcast, Tinker should show up in next year's top 50 broadcast agencies. Most impressive gainers in rank this year were Ogilvy, up to 17th place from the 23rd spot, and Doyle Dane Bernbach now tied for 22nd after ranking 31st last year. Also climbing are Geyer, Morey, Ballard (37 to 32), Gumbinner-North (43 to 35), and Guild, Bascom & Bonfigli (47 to 40). Ogilvy substantially increased both its total billings and air media expenditures in 1964. The agency's roster took on such big broadcast advertisers as Imperial Margarine, with total estimated billings of $3.5 million, and Edward Dalton Div. of Mead Johnson (Metrecal), with estimated billings of $4.5 million. Other increases in broadcast expenditures came from existing clients. Only important loss for OBM was Helena Rubenstein ($1.5 million in billings). Doyle Dane had a great year. Total agency billings increased $29 million; air billings, $14 million. The agency picked up part of the 17