Sponsor (May-Aug 1957)
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3. NETWORK RADIO'S CLIENTS & STATUS
PROGRAM TIME SALES
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Program Hours Sold
Week beginning Hours
J July
107.3
103.9
17 Aug.
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Beginning with this issue of Radio Basics, SPONSOR will tally every four weeks the amount of weekly program time sold by all four networks. Figures in the business indicator at left are taken from the complete current list of network radio clients below as well as the previous list run in the last issue of Radio Basics. For purposes of comparability. 6-second and 8-second commercials are considered as 30 seconds of program time while 20second and 30-second commercials are considered two minutes of program time. In the list below, covering the week beginning 17 August, minute commercials sold as such are figured as five minutes of program time.
ABC
Admiral: appliances; Breakfast Club; M-F; 25 min. AFL-CIO: institutional; Ed. P. Morgan; M-F; 75 min.; /. W. Vandercook; M-F; 25 min.
American Bird Food Mfg. Co.: Breakfast Club; M; 5 min. Assemblies of God: religious; Revival time ; Su; 30 min. Atlantic Sales: French's bird food products; My True Story; Tu,Th; 10 min.
Ball Bros.: home canning prod.; Breakfast Club; Tu-F; 20 min. Bankers Life & Casualty: White Cross Hospital Plan; Paul Harvey; Su; 15 min.
Beech Nut: Beech-Nut gum; Breakfast Club; Tu,W,F; 15 min. Bridgeport Brass: various insecticides; When A Girl Marries; Tu-F; 20 min.
Bristol-Myers: Bufferin; Breakfast Club; M,W,F; 15 min.; Sal Hepatica; Breakfast Club; M,W,F; 15 min.
Campana Sales: Ayds, Italian Balm; Breakfast Club; M; 5 min. Cor ling Brewing: Red Cap Ale; Martin Block Shoiv; F,Sa; 100 min. The d-Con. Co., Inc.: Ant Prufe & Roach Prufe; My True Story; Tu,Th; 10 min.
Ex-Lax: Ex-Lax, Jests; My True Story; M,W,F; 15 min. Food Specialties: Appian Way pizza pie mix; Breakfast Club; Tu; 5 min.
Foster-Milburn: Doan's pills; My True Story; Th; 5 min.; Whispering Streets; Tu; 5 min.
General Foods: Calumet; Breakfast Club; M; 5 min.; Post Cereals; Breakfast Club; M-F; 25 min.
General Motors Corp.: CMC trucks; Howard Cosell, Speaking of Sports; Tu-F; 20 min.
Gospel Broadcasting Assn.: religious; Old Fashioned Revival Hour; Su; 60 min.
Billy Graham: religious; Hour of Decision; Su; 30 min. Haysma Co.: Haysma — hay fever remedy; Breakfast Club; M-F: 25 min.
Highland Church of Christ: religious; Herald of Truth; Su; 30 min. Midas Muffler: auto mufflers; Weekday Newscasts; M-F; 25 min. Miller Brewing Co.: Miller High Life Beer; Newscasts & Sportscasts; M-S; 85 min.
Milner Products: Perma Starch, Pine-Sol; Breakfast Club; W; 5 min. National Brands, div. of Sterling Drug: Dr. Caldwell's; Sunshine Boys; M-F; 25 min.
Norwich-Pharmacal: Pepto-Bismol; Weekend Newscasts; Sa,Su; 90 min.
Oral Roberts Evangelistic Assn.: religious; Oral Roberts' Broadcasts; Su; 30 min.
Radio Bible Class: religious; Radio Bible Class; Su; 60 min. R. J. Reynolds: Camel; Weekday Newscasts; M-F; 100 min.; Weekend Newscasts; Sa.Su; 90 min.
Sandura Company: floor covering; Breakfast Club; Th; 5 min. Voice of Prophecy: institutional; Voice of Prophecy; Su; 30 min. Dr. Thomas Wyatt: institutional; Wings of Healing; Su; 30 min.
Advisory Board for Promotion of Calif. Bartlett Pears: Amos 'n
Andy; Th; 5 min.; Wendy Warren; W; 5 min.; House Party; Th;
TV2 min.; Robert Q. Lewis; F; 5 min.; Galen Drake; Sa; 5 min.
American Home Foods: Arthur Godfrey; Th; 15 min.
Best Foods Inc.: Amos 'n Andy; F; 5 min.
Bristol Myers: Arthur Godfrey; M,W; 60 min.
Campana Sales: Robert Q. Lewis; Sa; 5 min.
Chesebrough-Pond's: Sports Time; M,W,F; 5 min.
Chrysler: Dodge; Gunsmoke; Sa,Su; 10 min.; Mitch Miller; Su; 5
min.; Sports Resume; Su; 5 min.
Chun King Sales: Arthur Godfrey; W & F, alt. wks.; 15 min.
Clairol: Galen Drake; Sa; 5 min.
Colgate-Palmolive: Our Gal Sunday; M-F; 37% min.; Backstage
Wife; M-F; 37% min.: Strike It Rich; M-F; 37% min.; 2nd Mrs.
Burton; M-F; 37y2 min.
Cowles Magazine: Robert Q. Lewis; Sa; 5 min.
Curtis Circulation: Arthur Godfrey; Tu; 15 min.
Dixie Cup: Robert Q. Lewis; Sa; 5 min.
General Foods: Arthur Godfrey; Tu.Th, every 4th F; 33% min.;
Wendy Warren; Th; 5 min.; World News Roundup; Su; 5 min.;
Gunsmoke; Su; 5 min.; Our Miss Brooks; Su; 5 min.; Amos 'n'
Andy Music Hall; M-F; 25 min.; Galen Drake; Sa; 5 min.; Robert
Q. Lewis; Sa; 5 min.; Gunsmoke; Sa; 5 min.
General Mills: Galen Drake; Sa; 5 min.; Robert Q. Lewis; Sa; 5
min.; Gunsmoke; Sa; 5 min.; Gunsmoke; Su; 5 min.; Mitch Miller;
Su; 5 min.; Amos 'n Andy; F; 5 min.
General Motors: Chevrolet; Allan Jackson — News; Sa; 20 min.;
Robert Trout — News; Su,M-F; 50 min.; Soap Box Derby; Su; 15
min.; Delco; Lowell Thomas; M-F; 75 min.; GMC trucks; Farm
News; Sa; 5 min.; Saturday Nite Country Style; Sa; 5 min.; FBI
in Peace & War; Su; 5 min.
Hartz Mountain Products: Arthur Godfrey; Th & F, alt. wks.; 15
min.
Lever Bros.: Ma Perkins; M-F alt. wks.; 37% min.; Romance of
Helen Trent; M-F; 37y2 min.; Ma Perkins; M-F alt. wks.; 18% min.;
Young Dr. Malone; M-F; 37% min.; House Party; M-F; 37% min.
Lewis Howe: Robert Q. Lewis; Sa; 5 min.
Longines-Wittnauer: Longines Symphonette; Su; 30 min.
P. Lorillard: Kent; World Tonight: F,Sa,Su; 15 min.; Indictment;
Su; 5 min.; Mitch Miller; Su; 5 min.; Sports Resume; Sa.Su; 10
min.; Saturday Night Country; Sa; 5 min.; Amos V Andy; F.Sa:
10 min.: Johnny Dollar; Su; 5 min.; Robert Q. Lewis; F; 5 min.;
Suspense; Su; 5 min.; FBI in Peace & War; Su; 5 min.; World
News Roundup; Su; 5 min.; Washington Week; Su; 5 min.
Milner Products: Robert Q. Lewis; Sa; 5 min.
Philip Morris: Country Music Show; F; 25 min.
Mutual Benefit Health & Accident Assn.: Arthur Godfrey; Tu &
every 4th F; 18% min.
North American Philips: Herman Hickman-Sports; M,W,F; 15 min.
Norwich Pharmacol: Arthur Godfrey; Tu; every 4th F: 18% min.
NOTE: Data on time purchased refers to weekly brand or advertiser total for eflch program. Time bought for particular brands is shown where possible. In cases where croups of brands precede a show or group of shows, it was not possible to pinpoint which brands were advertised on each show or on which days of the week
the brands were advertised. Except for General Motors. Chrysler and P. Lorillard. brand mi ination was not available torn CQ3S. List shows complete client roster up to presstime. In NBC list. rot. means commercials are rotated on different days of the week under the web's run-of-schedule plan.