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Top 20 agencies by 1953 radio-tv billings
sponsor consulted executives of 30 major agencies throughout the country to determine the 20 agencies with the largest radio-tv hillings for 1953. Whenever agency policy permitted, figures were checked with the agency treasurer, the head of the radio-tv department or with the agency president. For the one agency (marked with double asterisks in chart below) which did not release figures, sponsor estimate is based on account activity in this agency.
Agency
tv radio radio-tv
billings billings total
(millions) (millions) (millions)
i radio-tv total Is of billings
total (millions)
1. BBDO $35.0..$14.5.... $49.5 33% 137
2. YOUNG & RUBICAM... 33.6 ... ... 14.4 48 40%._ 140*
3. J. WALTER THOMPSON .... 27.0 12.0 39 23% 161*
4. BENTON & BOWLES ... .26.0 10.0 36 .60% 60
5. BlOW
19.0 9.0 28 55% 51
5. DANCER-FITZGERALD-SAMPLE 10.0 ....... .18.0 28 _..55% 51
7. WM. ESTY
8. TED BATES ...
9. LEO BURNETT .....
20.0 7.0 21 60%... .45
18.5.. .6.5 25 607c 41
.16.8... 7.2 24 55% 43
10. McCANN-ERlCKSON _ .16.0 7.0 23 23%. 103*
I J. FOOTE, CONE & BELDING**. 10.9 8.2 19.2 25% 77
12. LENNEN & NEWELL .. 14.0 ....... 4.0 18.0 55% 33
13. KENYON & ECKHARDT... .11.0 5.0 16.0 ...40%.... 10
13. KUDNER . 14.0 2.0 16.0 36% ..44
15. COMPTON
16. MAXON
9.0 6.0 15.0.. 43%..... 35
9.0 5.0 ... 14.0 ...40% 35
17. CI \\I\CUAM & WALSH 9.0 4.0 13.0 37% 35
17. SSCB
19. SHERMAh & UARQl ETTE
.9.0 4.0 ...13.0 50%..„ 26
7.5 3.5 1 1.0 ....48% ...23
19. VJ '■ l:l>H AM. LOUIS & BRORBY... ...6.5 4.5 II.O 45%.
•Including International bllllnprs. ••SPONSOR estimate unconfirmed by agency officials.
21.5
David Sarnoff's dream of video tape recording will be a reality soon, aid growth of color tv
1955 run the gamut from 200,000 to three million with 1956 and 1957 being picked as the first big years for color.
On the broadcasting side it appears that network conversion to color will be well under way by next fall but a good start will be made by the first of the coming year. About 15 NBC stations will carry the 1 January Tournament of Roses from California in color, AT&T willing. Nearly 70 NBC stations have signed the color amendment to their affiliation contracts and ordered equipment, while the CBS figure is 25. CBS is now preparing for lateafternoon colorcasts three times a week, starting 15 January. These telecasts will include only New York and Baltimore at first, but after 1 February will extend to Chicago and then the West Coast. Both networks will continue a policy of rotating "color premieres of their major nighttime shows during the month? ahead.
Aside from those markets where network color shows originate, local color telecasting will develop much slower than web programing. This indicates the networks will get the lion's share of billings for color tv in the early years. Most stations will buy slide color scanners, a comparativelv cheap item, but film scanners, involve a substantial outlay and complete equipment for live color programing will be almost prohibitive for all but the biggest stations at first.
There are still a number of technical problems to be solved. Available transmitter equipment is considered bv some to be in an experimental state. * * *
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SPONSOR