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It's interesting to note that, during this time, network TV time sales were running five times over what they were for the corresponding two-month period of 1950. ( Based on NBC, CBS and ABC reports to P.I.B. DuMont not reporting.)
The largest single spender was Procter & Gamble. Others follow in approximately this order: Reynolds Tobacco; General Foods; Ford Motor Co.; Anchor-Hocking Glass.
Now, let's take a quick look back at 1950.
For last year, based on Publishers Information Bureau figures, these were the top TV network advertisers in gross TV network time sales on NBC, CBS and ABC.
Leading Network Advertisers — 1950
1. Ford Motor Co $1,837,057
2. R. J. Reynolds 1,642,425
3. P. Lorillard 1,458,125
4. National Dairy Products 1,356,652
5. General Poods Corp 1,128,606
Comparing the two will show you why predictions are difficult. Leading advertisers changed their positions drastically in some cases, but all did some moving between their full-year standing for 1950 and early 1951.
What will happen this fall is truly anybody's guess. You can look, however, for most of last year's big clients to be at least very active in TV network advertising, with the general average of money-spending for time going up.
Leading ad agencies in network TV
Q. What agencies are tops in TV network business placement?
A. Again, there is no clear-cut pattern for fall. A sponsor estimate of last year's agency standings, based on P.I.B. figures, shows this approximate order, with estimated gross TV billings placed by the agency:
Leading Ad Agencies in .Vet TV — 1950
1. J. Walter Thompson $4,000,000
2. Youn? & Rubicam 3,000,000
3. William Esty 1,886,000
4. McCann-Erickson 1,823,000
5. BBDO 1,768,000
6. Kudner 1,739,500
7. Wintraub 1,369,000
8. Maxon 1,303,000
9. Lennen & Mitchell 1,275,500
10. Kenyon & Eckhardt 1,246.000
Since the TV clients of the above agencies are expected to be back this fall I although with some expenditure shifting within agencies I . the rank order of agencies in TV network business placement should be roughly similar to these ten.
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16 JULY 1951
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