Television digest with electronics reports (Jan-Dec 1956)
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Firsl TvB Report
Spot TV Advertising on U.S. Stations— Fourth Quarter 1955
Compiled by Television Bureau of Advertising
National and Regional Gross Expenditures. Before Discount. Talent and Production Costs Excluded.
Including Breakdown Giving Top 200 Advertisers by Rank, Next 300 Alphabetically in Groups of 100, Plus Expenditures by Product Category
Note: Though This Tabulation, Compiled by TvB, Is Confined to the Leading 500 Spot Advertisers, TvB Estimates That a Total of 3017 Advertisers Invested $103,872,000 in National and Regional Spot TV During the Fourth Quarter of 1955.
Leading 200 Television Spot Advertisers According to Rank
Estimated
Rank Advertiser Expenditure
1. Procter & Gamble Co —.$4,064,600
2. Brown & WlU’ms’n Tob. Co. 2,739,100
3. General Poods Corp 2,004,000
4. Sterling Drug Inc._ 1,893,000
5. Ford Motor Co 1,746,800
6. Miles Laboratories Inc 1,561,400
7. General Motors Corp 1,423,700
8. Robert Hall Clothes 1,245,500
9. Bulova Watch Co 1,238,900
10. Colgate-Palmolive Co. 1,231,000
11. Kellogg Co. 1,199,300
12. Philip Morris & Co 1,175,700
13. National Biscuit Co 1,158,500
14. Nestle Co. Inc._. 961,600
15. Liggett & Myers Tob. Co 902,100
16. Anahlst Co. Inc._ 887,800
17. Block Drug Co 879,900
18. Coca-Cola Co. /Bottlers 835,300
19. Campbell Soup Co. 763,100
20. Warner-Lambert Pharm. Co. 755,200
21. Harold F. Ritchie Inc 703,300
22. Coty Inc. 672,800
23. Vick Chemical Co 665,600
24. Continental Baking Co 609,000
25. Shulton Inc. 600,000
26. Florida Citrus Commission 598,500
27. Motorola Inc. 592,200
28. Peter Paul Inc 567,900
29. Chrysler Corp. 558,100
30. Esso Standard Oil Co. 553,600
31. R. J. Reynolds Tobacco Co. 550,100
32. Helalne Seager Co 522,500
33. B. T. Babbitt Co. Inc 492,500
34. Minute Maid Corp. — 466,700
35. Helena Rubinstein Inc 466,600
36. Shell Oil Co. 464,800
37. Johnston & Johnston 454,600
38. Better Living Enterprises 453,900
39. P. Ballantlne & Sons — 446,700
40. Toni Co. 436,800
41. Northern Paper Mills 430,400
42. Pepsi Cola Co./Bottlers 428,000
43. J. A. Folger & Co. 424,300
44. Grove Laboratories Inc 419,000
45. Corn Products Refining Co. 417,300
46. Chesebrough-Ponds Inc 414,700
47. Plels Bros. Inc 407,900
43. Tea Council of U. S. A 403,300
49. CBS-Columbia Inc. 401,000
50. Seven-Up Co. /Bottlers 399,600
51. General Baking Co 395,200
52. Lever Brothers Co 394,100
53. Sales Builders Inc 368,300
54. Plough Inc. 367,000
55. Stokely-Van Camp Inc 364,500
56. E. I. Du Pont De Nemours 356,700
57. CVA Corp. 355,200
58. Falstaff Brewing Corp..— 354.900
59. General Mills Inc 349,800
60. Safeway Stores Inc.._ 343,700
61. Wildroot Co. Inc 341,300
62. Petri Wine Co 337,200
63. Benrus Watch Co. 324,300
64. Radio Corp. of America 323,300
65. Socony-Moblle Oil Co. Inc... 320,500
66. Carter Products Inc 319,200
67. Sunshine Biscuit Co 315,900
Estimated
Rank Advertiser Expenditure
68. Salada Tea Co. Inc 308,600
69. Plllsbury MlUs Inc 306,100
70. H. J. Heinz Co 304,000
71. San Francisco Brewing Corp. 300,600
72. Avon Products Inc 296,700
73. Pabst Brewing Co 294,200
74. Armour & Co 289,500
75. Great A & P Tea Co 286,800
76. Borden Co. 286,200
77. Commercial Solvents Corp._ 286,100
78. Theo. Hamm Brewing Co 274,200
79. Wesson Oil & Snow Drlft._ 267,200
80. Lee Ltd 266,200
81. Pacific Tel. & Tel. Co 265,700
82. Pacific Coast Borax Co 265,500
83. Standard Brands Inc 265,100
84. New York Telephone Co.___ 265,000
85. Brewing Corp. of Amerla 264,800
86. Anheuser-Busch Inc. 263,000
87. P. Lorlllard & Co 260,900
88. Beechnut Packing Co 258,300
89. Los Angeles Brewing Co 258,300
90. E. & J. Gallo Winery 256,800
91. American Home Foods 254,600
92. Hawley & Hoops Inc 253,700
93. Whitehall Pharmacal Co 252,300
94. Bristol-Myers Co 252,300
95. Proctor Electric Co 251,900
96. Hills Bros. Coffee Inc 250,200
97. American Chicle Co 247,400
98. Brown Shoe Co 246,800
99. Best Foods Inc 241,300
100. Cantrell & Cochran Corp 240,300
101. American Bakeries Co 236,800
102. Jacob Ruppert Brewery 236,000
103. Pharma-Craft Corp. Inc 230,800
104. Liebmann Breweries Inc 229,400
105. Eastern Guild 227,300
106. Pharmaceuticals Inc. 226,800
107. U. S. Tobacco Co 224,300
108. Smith Brothers Inc — 220,000
109. Armstrong Rubber Co 220,000
110. Charles Antell Inc 217,800
111. Mrs. Tuckers Foods 214,200
112. Albers Milling Co 208,600
113. Griffin Mfg. Co 208,500
114. Ratner Promotions 207,700
115. Rayco Mfg. Co..._ 203,900
116. Ward Baking Co. 201,900
117. Stephen F. Whitman & Son 200,400
118. Lewis Food Co 199,100
119. Ludens Inc 194,100
120. Phillips Petroleum Co. 193,600
121. S. S. Kresge Co._ 192,300
122. National Brewing Co 191,800
123. Monarch Wine Co. Inc 189,100
124. F & M Schaefer Brewing Co. 188,600
125. Libby, McNeil & Libby 186,900
126. Paper-Mate Co. Inc 185,800
127. Langendorf United Bakeries 184,400
128. Burlington Mills Corp 184,100
129. Carnation Co. 183,500
130. Converted Rice Inc 182,600
131. Standard Oil Co. of Ohio 182,600
132. General Electric Co 182,500
133. Standard Oil Co. of Indiana 182,100
134. Sealy Mattress Co. Dealers . 181,700
Estimated
Rank Advertiser Expenditure
135. Mars Inc. 181,200
136. Mennen Co. 180,100
137. Duffy-Mott Co. 176,300
138. United Vintners Inc 174,800
139. National Carbon Co 173,600
140. Cream of Wheat Corp 172,700
141. V. La Rosa & Sons Inc. 169,600
142. Household Finance Corp 167,000
143. Norwich Pharmacal Co 166,900
144. Drewrys Ltd. 166,300
145. Thomas J. Lipton Inc 164,400
146. Quality Bakers of America— 160,300
147. Penlck & Ford Ltd 157,500
148. Hudson Pulp & Paper Co 157,500
149. Greyhovmd Corp. 155,100
150. Jackson Brewing Co 150,800
151. Hazel Bishop Inc 148,600
152. General Cigar Co 148.600
153. Simmons Co. Dealers. 147,700
154. Coats & Clarks Sales Corp 147,400
155. Lucky Lager Brewing Co. 147,200
156. Green Giant Co 143,700
157. EDroger Co. 143,500
158. Paxton & Gallagher Co. 142,700
159. Leslie Salt Co 142,600
160. International Milling Co 139,500
161. George Wledeman Brewing.. 137,800
162. Bond Stores Inc 137,300
163. Drackett Co. 136,400
164. Standard Milling Co 134,000
165. Bultonl Products Inc 133,800
166. Gunther Brewing Co 133,800
167. S. A. Schonbrunn & Co. Inc. 133,600
168. Northwest-Orient Airlines _ 133,600
169. Glamorene Inc. 132,500
170. G. Helleman Brewing Co._ _ 131,200
171. Zonlte Products Corp 130,900
172. Stroh Brewing Co 130,500
173. Malt-O-Meal Co. 130,300
174. Deerlng Mllllken & Co 129,800
175. U. S. Industrial Chem 129,500
176. W. F. McLaughlin & Co 129,000
177. Holsum Baking/Bakeries _ 127,000
178. Casco Products Corp 126,200
179. Bank of America 126,200
180. Gordon Baking Co 125,800
181. Pfeiffer Brewing Co 124,900
182. Rival Packing Co. 124,000
183. B. C. Remedy Co 123,600
184. Seeman Brothers Inc 123,400
185. Montgomery Ward & Co 123,300
186. Morton Packing Co 123,200
187. Canada Dry Co./Bottlers 123,000
188. National Enterprises Inc 123,000
189. Wm. B. Relly & Co. Inc 122,900
190. Monsanto Chemical Co 122,800
191. Emerson Drug Co 122,700
192. Jos. E. Schlltz Brewing Co._ 122,200
193. Bostwlck Laboratories 122,200
194. Slmonlz Co. 122,100
195. New England Confectionery 120,000
196. D-Con Co 119,400
197. Speed Queen Corp 119,100
198. Bayuk Cigar Co 117,900
199. Assoc. Hospital Service 117,200
200. Ralston-Purlna Co. 117,200
Alphabetical List of Television Spot Advertisers
RANKING FROM 201-300 Expenditures $117,180-$6S,2S0
Alliance Mfg. Co. American Oil Co. American Stores Co. American Sugar Refining Atlantic Refining Co. Avoset Co.
Mrs. Baird’s Bakery Bardahl Oil Co.
Bavarian Brewing Co. Blatz Brewing Co.
Blue Plate Poods Inc. Blumenthal Bros. Choc. Co. Breyer Ice Cream Co.
Castro Convertible Co. Chesapeake & Potomac Tel. Choc-Full-O Nuts Jim Clinton Clothing Stores Continental Oil Co. Cunningham’s Drug Store Helene C\irtls Industries Duncan Coffee Co.
Duquesne Brewing Co. Poremo.st Dairies Inc.
42 Products Limited Frlto Co.
GHP Cigar Co.
General Electric Supply General Petroleum Corp. General Tire and Rubber Co. Gold Seal Co.
Grlesedleck Bros. Brewing Co. Grlesedleck West Brew Co. Grocery Store Products Co. Haberele Congress Brewing International Cellucotton Interstate Bakeries Gerold O. Kay and A.s.soclates Keebler-Weyl Baking Co. Kitchen Arts Foods Inc.
Kraft Poods Co.
G. Krueger Brewing Co.
Labor Savers Inc.
Lo-Calory Food Co.
Lone Star Brewing Co.
M.J.B. Co.
Magna Engineering Corp. Oscar Mayer & Co.
Miller Brewing Co.
Mlsslon-Pak
John H. Morrell & Co.
Motorola Distributors
C. P. Mueller Co
Naragansett Brewing Co.
National Airlines Inc.
(Continued on other side)