Sponsor (Oct-Dec 1964)

Record Details:

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ipansar DECEMBER 7, 1964 Brand popularity: it still zig-zags TvAR's fifth annual report on brand usage again specifies wide variations from market to market, even among items with big national backing. The answer: extra spot weight? W iPo4 ■ A "national" brand of regular coffee, Maxwell House, is the topselling brand in Jacksonville, Fla. But it's only in fifth place in San Francisco. Folger's regular coffee, which has near-national distribution, is tops in San Francisco. But it's only in fifth place in Jacksonville. Esso gasoline, sold in most marketing areas in the United States, is the top-selling brand in Washington, D.C., as well as in Boston, Baltimore and Charlotte, but it's far down the list in northern Florida, where Gulf is the top gas brand. These are but a few of the market-to-market variations in brand standings as clocked by TvAR in the station rep firm's fifth annual Brand Comparison Report. It is an eight-market study conducted for TvAR by Pulse in two survey December 7, 1964 sweeps that touched over 600 families in the metropolitan areas surveyed. The study also provided some basic clues to 1964-65 marketing that many admen would do well to study: o An increase in families using regular coffee only. • A drop-off in housewives buying margarine. • Sizable consumption of lowcalorie bottled sodas. • Reduced usage of proprietary cold remedies. • More purchases of dry dog food, fewer of canned. Some of these trends were more complex than would appear at a quick glance. In seven of the eight markets in which TvAR has a repped station (all except Jack 29