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ing the sales results by such chains as Robert Hall and Montgomery Ward and wondering if the) should use the television media to the degree that pace-setters such as these are usinn it. Department stores and other retailers too — are moving mountains and mountains of merchandise which are le]e\ ision-promoted. These same stores are asking themselves if the\ cant repeal the manufacturers succe->e> l<\ their own individual advertising effort:-. \nd main stoies are ahead) scheduling television appropriations to fi ml their answers.
And, of course, the big bonanza is due to come when color is here. Store after store reports to us at TvB that this will he the big medium to move the coloroful fashions which they have in their stores. Main stores are now planning to get their feet wet in black and white in anticipation of the big colorful days. Television has been a -low starter in retailings selling attacks. 1 idike national tv advertising, its big boom is to come.
ij. The seven top industry categories using television accounted for 85% of
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all network television billing in 1955. These same industries accounted for (>(>' i in 1950. Will this dominance of network television by a limited number of industries continue, or will other groups of advertisers become more important?
A. Well. 1 think \ou are begging the question. First of all. there's not a dominance in network television of a limited number of industries. As a matter of fact, the number of industries using network television has grown rather than declined. Now when you point out that seven industry categories accounted for 85' < in 1955. and only about two-thirds or 00' < in 1950, what you are realh saying is that all the remaining categories account for onl\ 15' < today but accounted for 34', in 1950. Actually, 15% of 1955"s volume is a lot more than 34', of 1950's volume, and it seems to me that what urn have done here is to just give some statisticwhich indicate that certain categories have grown at a faster rate than others, which is typical of any growth industry .
Q. In spot tv, TvB figures show that the top five categories accounted for 59' i of gross time sales, the top seven. 68.5% and the top ten, 7'). 7' < . Is this likely to continue or will oilier industry groups come to the fore?
A. Spot t\ accounted for a gross volume in the second quarter of this year, of about $105 to $106 million. ' The largest advertiser, Procter & Gamble, accounted for less than 6% of that total. The categories that you talk about, the five, the seven, and the ten —
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