Sponsor (1956)

OJL^ THE SMART ADVERTISING MONEY Brewers: Liebmann, Miller, Stroh Coffee Roasters: Fleming, Dining Car Bakers: National Biscuit, Mrs. Smith's Pies Appliances: Crosley-Bendix Various: Lee Optical, Petri Wine, Gem Jewelry, Signal Oil, Top Value Stamps Hundreds of thousands of advertising dollars have been allocated for CODE 3 by some of the country's smartest, most successful advertisers! Many choice markets are already gone — others going fast! For big-time advertising results, put your advertising dollars on CODE 3. Write, wire, phone ABC FILM SYNDICATION, INC. 10 East 44th Street, New York City OXford 7-5880 TVS NEXT FIVE YEARS i Continued from page 33 i know thev are guessing. After all. DO bodj i> going to throw a planner (or SPONSOR editor) in jail if he turns out to lie wrong and. besides, the predictions for 1961 can be changed (and will be) year by year as new facts come to the fore. The simples! (and most common) method of projection is merely to extend what has been happening in the past and then push the curve up or down a little based on a fewT expectations that are not likely to be argued with. This can be dangerously wrong. a u itnes s what happened to the population predictions made during the 30's h\ the top men in the field. However, the most fertile source of grist for the projection mill must be what happened in the past and if that's what you have to work with then that's what you have to work with. And that's exactly what SPONSOR did in working up its estimate of tv advertising for 1961. To get this figure, an estimate for all advertising was made first. It was noted that from 1949 to 1955 total advertising, according to the McCann-Erickson figures as published in Printers Ink. went from $5,502.2 to $9,194.4 million. Increases varied year by year but the average was Sf ).">() million. Another assumption was then brought into play, namely, that about the same annual average dollar increase would prevail through 1961. Is ibis a reasonable assumption? SPONSOR thinks so. First of all, it is a conservalive assumption in that a $650 million average annual increase in all advertising during the 1955-61 period would equal a rate of increase about half that which took place during the 1949-55 period. To put it more plainly: The 1949-55 increase of $3,992 million is equivalent to a jump of 7(i.T'. in six years. Now, il we assume that total advertising will equal &13 billion in 196] (a jump of $3,806 million in six \ears), then the increase is equal to 39.2%. Il must also be kept in mind that llie ratio of advertising to national income has been increasing. That is, expenditures for advertising are rising Easter than the rate of increase in turning out consumer goods. It is generall) accepted in the advertising profession thai llii^ trend will continue for a while. Orlainb. there is no evidence it w ill not continue. sfc. „r~ POWER ^LUMBER AGRICULTURE^ ,',",rta"' are?' ""s *<* C BS Kadlo 5.000 WATTS1280 KC TAtt EUGENE. OREGON WAMT MOR£ FACrS P -COA/rACT. W£ED 6 CO. 'climb on this bandwagon" 'ri m fio.ooo watts 3 i -ktz1 • fT FOR 616 RESULTS IN THE RICH I TULSA MARKET! look at titese Ratings * 310 m 263 * HOOPER JUME 19S6 A5K \0UR BLAIR MAN AgOUT OUR MSONAUTIEHECONOMICAL RATES KRMG 740KC-Tulsa,Okla. 7'<00am1200 noon \200noott-&00om &00om-\\'00om nn M'HNNOU I , SEPTEMBER L956