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manufacturers of heat-processed canned dog fare).
Generally speaking, Gaines dry dog food had the sales edge in most TvAR markets, with Purina Dog Chow snapping at its heels in some close races. The standing of nationally-advertised Purina, incidentally, swung widely, depending on what market was being measured. In Cleveland, for example, purchases of Gaines were reported by 19.7 percent of famihes, with 17.2 percent going with Purina Dog Chow. In Jacksonville, however, the Gaines' score was 20.7 percent while that of Purina was only 9.8 percent.
Carefully sifting the returns from all eight markets, TvAR found only a handful of brands that ranked in the top place in their categories:
• Pall Mall cigarets (and only among women who smoked nonfilter brands).
• Instant Maxwell House coffee (in homes using instant coffee primarily).
• Kellogg's corn flakes (although some of the moppet-angled new brands were showing gains).
• Bayer aspirin (with Bufferin, interestingly, showing sales drops and Excedrin showing gains).
• Vicks cold remedies (nose drops, chest rub and cough drops, in their respective categories).
When measured against the total number of brands checked — 590 brands, most of them national or major regional, in 12 product categories, — the number of marketto-market leaders making a clean sweep in their particular category
is astonishingly low in an era of mass marketing and national network media.
What did TvAR have to say of this? And what of brand leadership in women's hair sprays, in which Alberto VO-5 leads in four markets while Aquanet leads in three others? Or of margarine marketing where a different brand is tops in more than half the markets?
The moral, as TvAR's Robert M. McGredy, managing director, stated it, was one that TvAR had cited before:
"There is an increasing awareness on the part of advertisers and agencies that product usage and brand popularity zig-zags from one market to another. This, in turn, has been reflected in an increasing use of and reliance on spot tv." ♦
EXAMPLES OF VARIATIONS IN BRAND POSITION
BRAND
Budweiser beer
Folger's regular coffee
Maxwell House regular coffee
Nabisco Shredded Wheat
Coricidin cold tablets
Pertussin cough syrup
Calo canned dog food
Esso gasoline
Aquanet hair spray
Mrs. Filbert's margarine
Vitalis hair dressing
7-Up
MARKET
Jacksonville Pittsburgh
San Francisco Jacksonville
Jacksonville San Francisco
Boston Charlotte
Washington San Francisco
Baltimore Jacksonville
Boston Baltimore
Washington Jacksonville
Son Francisco Charlotte
Baltimore Cleveland
Baltimore San Francisco
San Francisco Charlotte
RANK
SHARE^
1
10
21.5% 1.9
1
5
24.8 3.1
1 5
36.6 6.8
3
n
13.5 3.7
1
4
38.5 9.2
2
7
12.7 2.7
1 11
22.7 1.3
1
11
35.9 2.2
1 7
34.9 6.3
1 9
37.2
4.4
1 5
29.9 8.6
1 5
35.5 4.2
Figures shown represent families buying (or using) the brand expressed as percent of those buying (or using) the product. For example, in Jacksonville 21.9 percent of the families buying beer for home consumption purchased Budweiser.
Source: 1964 TvAR Brand Comparison Report, based on interviewing during March and May,
December 7, 1964
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