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SPONSOR
WHAT'S BEHIND DETROIT'S $100 MILLION AIR BUDGET?
This week finds auto advertisers with more than
$70 million pledged to network television alone
f^ dramatic switch in the basic media thinking of the nation's automobile manufacturers is underway. The air media, traditional!) considered supplementary, are toda\ emerging as Detroit's basic buy.
I'his week, with Detroit media shopping season not yet over, there is at least $72 million worth of network t\ business on the books for 1957-58 b\ SPONSOR'S estimate — about 2.V , more than last season. The $100 million SPONSOR estimates Detroit will spend for all forms of air media nun surpass automotive expenditures in
newspapers Detroit's biggesl medium in years past. (For a lisl of Detroit's net t\ buys to date, see SPI >NS< >RSCOI'K. page 9.)
Detroit i apparently buying network tele\ i»i<'ii tiiM t" 1 arl\ .rack at the 1 boii esl availabilities, \nd it's buying network t\ like packaged goods companies with a new emphasis on circulation, frequency and spreading the risk. You can take this as a straw in the wind, however, afar as the other air media are concerned: This week Ford made the largest single network radio bin in
-. plunking down *">."> million of < BS Radio shov
\\ hat's behind Detr< the
-n alrj the ans more in
the realm of automotive n than it does in air me. I ianship. Trends in the selling evolved i" the point where the strengths of the air media dovetail t.>da\ w ith Detroit's
F01 I '■ broil has lenl
of sales It has sw it< bed
advertising emphasis from old-time nuts and bolts cop) t" the thrill of the
SPONsoi;
I \I \Y 1951
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