Sponsor (Jan-Apr 1957)

3. ALPHABETICAL PROGRAM INDEX Sponsored Nighttime Network Programs 6-11 p.m. PROGRAM SPONSORS AND AGENCIES Air Power: Dr-F Steve \llin Show : V-L Amateur Hour: V-L Ray Anthony Show: Mu-L *Red Barber's Corner: Sp-L Heat the Clock : Q-L Jack Benny: C-F Big Story: Dr-L&F Big Surprise: Q-L Blondie: Sc-F Bold Journey: A-F Jim Bowie: A-F Broken Arrow: A-F The Brothers: Sc-F Buccaneers: A-F Bums & Allen: Sc-F Caesar's Hour: Y-L Cavalcade of Sports: Sp-L Cheyenne: A-F Circle Theatre: Dr-L Circus Boy: A-F Climax: Dr-L Nat King Cole: Mu-L •'Perry Como: V-L Conflict: Dr-F Joseph Cotten Show: Dr-F Crossroads: Dr-F Bob Cummings Show: Sc-F John Daly News: N-L December Bride: Sc-F l)i-neyland: M-F Do You Trust Wife: Q-F Dragnet: My-F DuPont Theatre: Dr-F Wyatt Earp: A-F Doug Edwards News: N-L&F Father Knows Best: Sc-F Eddie Fisher: Mu-L Ford Show: V-L Ford Theatre: Dr-F G.E. Theatre: Dr-F Giant Step: Q-L (last 2/27) Jackie Gleason : V-L Godfrey's Scouts: Y-L 'Arthur Godfrey Time: V-L George Gobel: C-L Gunsmoke: \-F Hey Jeannie: Sc-F Hitchcock Presents: My-F ♦Hold That Note: Q-L Hiram Holliday: A-F (last 2/27) Robin Hood: A-F I Love Lucy: Sc-F I've Got a Secret: Q-L Kaiser Alum. Hour: Dr-L ♦Kraft Tv Theatre: Dr-L Kukla, Fran & Ollie: J-L Lassie: A-L Life of Riley: Sc-F ► 37,000 63,000 23,000 17,000 3,000 18.000 65,000 33.000 33.000 37,500 8.000 32,000 31,000 39,000 24,000 33,000 114,000 35,000 90.000 40.000 34,000 55,000 14,000 108,000 90,000 38,000 31,000 36,000 6,000tf 28,000 75,000 35,000 37,000 37,000 30,000 9,500|t 38,000 20,000 33,000 36,000 45,000 23,000 102,500 28,000 38,000tt 45,000 38.000 41,000 34,000 23,000 42,000 28.000 45,000 24,000 58,000 34,000 34,000 32,000 Ralston Purina Prudential, Calkins & Holden Brown & Williamson, Bates; Jergens, Orr; U.S. Time (2 24, 3 10), Peck; Vitamin Corp (2 17. 3 31, BBDO Pharmaceuticals, Kletter Plymouth, Crant State Farm Ins, NLB Hazel Bishop, Spcctor Amer Tobacco, BBDO Amer Tobacco, SSCB; 1 3 8 start), Cardner Purex, W&C; Speidel, NCK Nestle, B. Houston; Toni, TathamLaird, C. E. Frank Ralston Purina, CBB Amer Chicle, Bates; ChesebroughPonds, Mc-E Cen Elect, Y&R; Miles, Wade Lever Bros (2 19 start), JWT; Shaeffer, Seeds Sylvania, JWT Carnation, Wasey; Coodrich, BBDO Babbitt, DFS; Benrus (2 '23, 3/9), L&N; Knomark, Mogul; Quaker Oats, NLB: Wesson Oil, Fitzgerald Gillette Maxon Cen Elect, Y&R, BBDO & Grey Armstrong Cork, BBDO Reynolds Alum, Clinton E. Frank, Buchanan Chrysler, Mc-E Carter, SSCB Cold Seal, North; Kleenex. FCB; Noxzema, SSCB; RCA, K&E; S&H Stamps, SSCB; Sunbeam, Perrin-Paus Chesebrough-Ponds, JWT & Mc-E Campbell Soup, BBDO; Lever Bros, BBDO Chevrolet, Camp-Ewald Colgate, Brown; R. ). Reynolds, Esty Du Pont (3 14 start), BBDO; General Cigar, Y&R Cen Foods, B&B Amer. Motors, BFSD & Ceyer; Amer. Dairy, Camp-Mithun: Derby, McE L&M, DFS L&M, Mc-E; Schick, W&L DuPont, BBDO Cen Mills, DFS; P&C. Compton Whitehall, Bates; 1 seg & 2 alt segs open Scott Paper, ]WT Coca Cola, Mc-E; Planters, Coodkind, Joice & Morgan (ev 4th show alt W&F) Ford, JWT Ford, JWT Cen Elect, BBDO Cen Mills, BBDO Bulova, Mc-E; P. Lorillard, L&N Lipton, Y&R; Toni, North Amer. Home Prod, Y&R; BristolMyers, Y&R; Kellogg, Burnett; Pillsbury, Burnett Armour, FCB; Pet Milk, Cardener L&M, DFS; Sperry Rand (1 wk in 4), Y&R P&C, Compton: L&M, Mc-E Bristol-Myers, Y&R Lanolin Plus, Seeds Cen Foods, Y&R Johnson & Johnson. Y&R; Wildroot, BBDO Ford (3 4), JWT; Cen Foods, Y&R; P&C, Crey R. J. Reynolds, Esty Kaiser Alum, Y&R Kraft, JWT Cordon Bkng, Ayer; & co-op Campbell Soup. BBDO Culf Oil, Y&R PROGRAM COST Line-Up: My-F Lone Ranger: A-F *Lux Video Theatre: Dr-L Meet the Press: I-L Millionaire: Dr-F ♦Robert Montgomery: Dr-L Mr. Adams & Eve: Sc-F Name that Tune: Q-L Navy Log: Dr-F NBC News: N-L ♦Noah's Ark Dr-F (last 2/26) Omnibus: M-L&F Ozark Jubilee: V-L Ozzie & Harriet : Sc-F Panic: Dr-F (3/5 start) People Are Funny: M-F People's Choice: Sc-F Person to Person: I-L Playhouse 90: Dr-L&F Private Secretary: Sc-F Rin Tin Tin: A-F Roy Rogers: A-F 77th Bengal Lancers: A-F Phil Silvers Show: Sc-F *Sir Lancelot: A-F Sgt. Preston: A-F ♦Dinah Shore: Mu-L $64,000 Challenge: Q-L $64,000 Question: Q-L ♦Red Skelton: C-L&F Stanley: Sc-L Gale Storm Show: Sc-F Studio One: Dr-L Ed Sullivan Show: V-L Sunday News Special: N-L Telephone Time: Dr-F This Is Galen Drake: \ -L This Is Your Life: D-L Dannv Thomas: Sc-F To Tell The Truth: Q-L Treasure Hunt: Q-L ♦TV Playhouse: Dr-L 20th Century Fox: Dr-F Twenty-One: Q-L U.S. Steel Hour: Dr-L The Vise: Dr-F Voice of Firestone: Mu-L Wednesday Fights: Sp-L Lawrence Welk: Mu-L Welk Top Tune-: \ -I. Wesl Point: Dr-F What's My Line: Q-L Jonathan V inters: C-L \\ ire Service: Dr-F Jane Wvman Show: Dr-F You Asked For It: M-F You Bet Your Life: Q-F Loretta Young Show: Dr-F Your Hit Parade: Mu-L You're On Your Own: Q-L Zane Grej Theatre: Dr-F 31,000 24,000 43,000 7,500 32,000 52.000 41,000 23,000 32,000 9,500tt 38,000 80,000 18,000 36,000 41,000 24,000 34,000 34,000 117,000 36,000 32,000 32,000 41 ,000 42,000 24,000 32,000 22,000 32,000 32,000 48,000 41,000 39,500 45,000 69,000 9,500 31,000 15,000 52,000 33,000 22,000 21,000 52,000 110,000 30,000 58.000 19,500 24,000 45,000 14.500 16,500 40,000 28,000 12.500 77,000 27,000 14,000 35.000 40,000 46.000 23,000 41.500 SPONSORS AND AGENClE Brown & Wm'son, Bates; P&C r Cen Mills, DFS; Swift, Mc-E Lever Bros, JWT Johns Manville, JWT; alt wks opt Colgate, Bates S. C. Johnson, NLB; Mennen Co ( Colgate, L&N; R. J. Reynolds, E Kellogg, Burnett; Whitehall, Bate: Amer Tobacco, SSCB; US lab F. D. Richards American Can, Compton; Miles W Sperry-Rand, Y&R; Studebai Packard, B&B; Time-Life Y&l seg Max Factor, DDB; L&M, Mc-E Aluminium, JWT; Union Carfc«j. Carbon, J. M. Mathes Amer Chicle, Bates (alt »h< 10:30); co-op 10:30-11 Eastman Kodak, JWT L&M, Mc-E; Max Factor DDB R. J. Reynolds, Esty; Toni, Nort> Borden, Y&R; P&C, Y&R Amer Oil, J. Katz; Hamm, Ci Mithun; Time-Life, Y&R Amer Cas, L&N; Bristol-Myers Br Philip Morris, Burnett; Royal T\ writer (2/28, 3/14), Y&R Sin Y&R Amer Tob, BBDO Nabisco, K&E Cen Foods, B&B Cen Foods, Y&R P&C (2 26 start), Burnett; . Reynolds, Esty Amer Home Prod, Bates; Lew t SSCB Quaker Oats, WBT Chevrolet, Camp-Ewald P. Lorillard, Y&R; Revlon BBDC Revlon, BBDO S. C. Johnson FCB; Pet Milk, C Amer Tobacco, SSCB; Toni, Tatr Laird Nestle, B. Houston; Helene Weiss & Celler Westinghouse, Mc-E Lincoln-Mercury, K&E Pharmaceuticals, Kletter Bell, Ayer Best Foods, Cuild, Bascom & P&C, D&B Armour, FCB; Kimberly-Clark, P Pharmaceuticals, Kletter Mogen David, Weiss & Celler Alcoa, Fuller, Smith & Ross; C year, Y&R Revlon, C. J. LaRoche Pharmaceuticals, Kletter U.S. Steel, BBDO Sterling Drug, DFS Firestone, Sweeney & James Mennen, Mc-E; Pabst, Burnett Dodge, Crant Dodge & Plymouth, Crant Cen Foods. B&B Helene Curtis, Ludgin; Sperry-fc Y&R Lewis-Howe, DFS; Vicks, BBDO Miller Brewing, Mathiesson; R Reynolds. Esty; '4 sust P&C, Compton Skippy Peanut Butter, CBB DcSoto, BBDO; Toni, North P&C, B&B & Compton Amer Tobacco, BBDO: Warner H nut, SSC&B Hazel Bishop, Spector Ford. JWT; Cen Foods, B&B ' •Color show, M.i Live, (F) Film, ftCost is per segment. List does not include . sustaining, partii ir co-op programs — see chart. Costs refer to average show costs i and production, They are gross (include I59i agency com missii do not include commercials or time charges. This list covers period of Ifi Fell, thru l ;> Mar. Program types are indicated as follows: (A) A (C) Corned] (D) Documentary, (Dr) Drama, (1) Interview. (J) Juven Misc., i. Mui Music, (My) Mystery, (X) Wws Q Quiz. S) Serial, (Sc) S Corned] I Sp I Sports, l V I Varierj , (Continued bottom of pages 46, '