Sponsor (Jan-June 1953)
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ulla expenditure chart shows that all major media can prosper
I
UNITED STATES, BY MEDIUM, 1935-1952 (millions of dollars)
! fral Research Dept. for "Printers' Ink")
i 'ia register greater gains than ever. One explanation: New medium enables advertiser to reach new markets with his product, or to a jresh approach in selling same markets. Result: more money he makes, more fie can spend on all media. {See table at left)
941
1942
1943
1944
1945
1946
1947
1948
1949
1950
1951
1952
6.7
52.6
88.9
44.4
797.5
899.9
888.0
92 7.4
7,758.3
7,475.0
7,749.6
7,975.7
2,075.6
2,257.7
2,458.5
64.6
743.9
782.2
796.6
277.0
247.8
335.6
393.7
475.7
533.4
548.9
557.6
79.8
653.6
777.7
69 7.4
770.4
970.5
7,739.4
7,355.9
1,440.0
7,542.2
1,708.8
7,906.9
77.2 07.7 69.5
290.0
277.5
72.5
344.5
258.3
86.2
73.6 77.0 57.9 32.4 72.3
798.7
707.3
57.4
27.9
72.7
274.9
154.4
65.4
39.3
75.8
435.8 327.5 7 74.3
323.6
7 72.5
82.7
50.6
78.4
467.7 343.0 724.7
495.8 339.2 756.6
555.2 356.4 798.8
6 7 7.7 387.2 229.9
628.0 383.0 245.0
667.6 394.3 273.3
772.3 406.4 305.9
722.7 407.5 32 7.2
364.5
788.0
97.7
59.7
20.3
492.9
245.5
732.9
85.3
29.2
572.7
257.5
733.4
86.5
35.3
492.5
245.4
728.6
83.6
34.9
574.9
267.7
729.4
87.5
36.9
573.7
296.8
743.6
95.0
38.3
674.7 323.2 748.9 707.0 47.0
426.5 207.7 726.7
75.7
22.4 lilllllllllilllilii:
6.2 8.8 70.6 7 7.8 73.9 79.5 20.4 20.5 27.2 25.7 29.7
IIINIIIIIIIIIIIIIIIIIIIllllllllllllllllllllllllllllllllllllllllNIIIIIIIIIIIIIIIIII^
329.7 327.5 326.2 290.2 334.4 579.0 689.7 755.6 803.2 923.7 7,077.4
lllllli!!llllllllllllilllllllllill!llllllllllllllllllllllllllllllil!!llll!!lillN
98.4 742.4 776.7 204.7 27 7.2 232.5 250.9 248.7 257.7 292.7 335.6
>S2. 7 44.0 42.3 55.6 77.7 85.9 727.4 732.7 737.0
742.5
749.2
767.6
-36.9 30.8 29.6 38.9 50.2 60.7 78.9 89.2 88.4
96.2
700.7
709.7
75.8 73.2 72.7 76.7 27.5 25.8 42.5 42.9 42.6
46.3
48.5
52.5
!llllllllllll!lllll!!llll!llllll!lllll!lllll!!li![lllllllllll!l!lllllll!IIIIIIIIN
1 68.4
200.9
388.4
580.7
49.2
745.9
296.7
442.4
79.2
55.0
97.7
737.7
lllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllN
"35. 6 392.2 462.7 507.7 543.7 638.2 784.2 897.7 942.4
1,033.0
7,773.7
7,305.9
00.4 194.0 242.7 285.7 3 72.3 344.0 4 72.0 453.3 472.6
517.8
594.7
655.2
^35.2 798.2 2 79.4 22 7.4 230.8 294.2 372.2 438.4 469.8
575.2
579.6
650.7
iiiiiiiiiiitiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiiiiiiiiiiiiiiiiin in iiiKiiiiiiiiiiiiiiiiiiiiii
H8.7 7,272.4 7,457.6 7,669.2 7,775.3 7,963.2 2,487.3 2,776.7 2,965.7
3,256.8
3,736.3
4,720.9
['7.0 943.7 1,044.8 1,054.4 1,099.2 1,401.0 7,772.4 2,087.5 2,237.7
2,453.2
2,760.2
3,098.7
115.7 2,756.7 2,496.4 2,723.6 2,874.5 3,364.2
4,259.7 4,863.6 5,202.2 5,770.0 6,496.5
7,279.6
There are many others.
It has been said of one of these that it has been testing media for 20 years and has never run a successful one. But does that discourage it? Of course not, for it knows that whichever company comes up wilh a sound media test will get a competitive jump that the others may never be able to overcome, except at great effort and cost.
20 APRIL 1953
Yet some of the biggest agencies do not believe in testing media (on an intermedia basis) and, in fact, avoid making such tests. They prefer to test copy or to stick within the medium and test newspaper vs. newspaper and station vs. station.
An example is Dancer-FitzgeraldSample, which leads the field in air billings with $26 million out of $45
million gross. It is now engaged in 42 active research projects, as follows:
Controlled market testing 2
Merchandising & promotion 3
Marketing sun eys. 3
Motivational studies „ 3
Product acceptance .. _ 6
Media research & analysis 12
Copy testing 13
Total: 42
The copy and media research projects are on an intramedia basis — thai
49