Television digest with AM-FM reports (Jan-Dec 1951)
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5
Network TV-Radio Billings
March 1951 and Janiiaiy-March 1951
ANOTHER big' leap in network TV time billings is rcvealcd in Publishers Information Bureau report for March. Gross billings for March (not including nonreporting DuMont) were $9,086,403 vs. $7,804,550 in February (Vol. 7:13) and $8,082,876 in January (Vol. 7:10). The March billings were more than fourfold those of March 1950, and Jan.-March cumulative was $25,007,059 vs. only $5,799,995 for same 1950 quarter.
Network radio went up also in March, totaling $16,440,387 vs. $14,957,460 in February and $16,629,928 in .January. But it was slightly down from March 1950, and radio’s Jan.-March cumulative of $48,132,847 compared with $49,308,757 for same 1950 months. Noteworthy was fact that CBS continued to show increases as well as maintain big lead, with $6,815,406 March radio billings vs. $6,108,386 in March 1950 and $19,788,562 Jan.-March cumulative vs. $17,850,089 for same 1950 quarter. MBS also showed slight increase, but ABC and NBC were lower.
It would appear to be only short time, what with upgrading rates for TV and downgrading rates for AM, that TV network billings will overtake AM netwoi'ks — albeit only 48 TV areas are interconnected as yet, whereas just about every corner of the country is reached by network radio. The PIB figui’es:
NETWORK TELEVISION
March March Jan. -Mar. Jan. -Mar.
1951 1950 1951 1950
NBC $ 4,594,203 $ 1,175,186 $12,730,785 $ 3,195,582
CBS 2,993,902 657,501 8,195,406 1,823,456
ABC 1,497,298 344,097 4,080,868 780,957
Total $ 9,085,403 $ 2,176,784 $25,007,059 $ 5,799,995
NETWORK RADIO
CBS $ 6,815,406 $ 6,108,386 $19,788,562 $17,850,089
NBC 5,085,636 5,847,374 15,033,209 16,785,941
ABC 2,891,339 3,476,383 8,693,478 10,181,753
MBS 1,648,006 1,410,683 4,617,598 4,490,974
Total $16,440,387 $16,842,826 $48,132,847 $49,308,757
Station Accounts: “This season you can scarcely turn a dial (radio or TV) without bumping into a beer sponsor, large or small,” reports April 23 Sponsor Magazine in suiwey of “Beer on the Air” which your commercial dept, should study. It recounts how in 1941 only 4.3% of beer advertising went into radio, by 1949 TV-radio combined took 22.4%, exceeded only by outdoor media’s 23%. Forty beer sponsors, their agencies and the TV-radio programs they place are conveniently tabulated . . . Adjacencies on Ballantine-sponsored Yankee home games and Chesterfieldsponsored Giant home games on WPIX include Play Ball with Hal Tunis 30-min. before Yankee & Giant games for Winston Stores (TVs, appliances). Dizzy Dean Show 10min. before Yankees game for Philip Morris, A Day with the Giants 1.5-min. before Giants games for Krueger, various spots for Kreml, Palmolive, Read’s Ice Cream, Bufferin, Gruen, Kaiser.Frazer, Thom McAn, Barney’s Clothes . . . Falstaff Brewing Co., St. Louis, to sponsor The Great Merlini, United Artists mystery film series in St. Louis, Omaha, Memphis, New Orleans, San Antonio, thru DancerFitzgerald-Sample, N. Y.; Red Top Brewing Co., Cincinnati, already signed for Cincinnati, Dayton, Columbus, Indianapolis . . . Add baseball sponsorships: Cincinnati Reds, piped for Burger Beer from WCPO-TV to WSAZ-TV, Huntington, W. Va., as well as WHIO-TV, Dayton . . . Travel questions feature new-type quiz program on KTTV, Los Angeles, titled llourymoon Express, Fri. 8-8:30, with airline tickets us ])rizes; co-sponsors are Western Airlines, Lyon Van & Storage, Seven-Up, Tanner Motors, thru Dean
Simmons Adv. . . . Harris, Upham & Co., New York stockbrokers, using 1-min. films on KRLD-TV, Dallas, as starter of wider campaign . . . Westinghouse Appliance Div. offering local dealers new series of 1-min. and 20-sec. film demonstrations of refrigerators, ranges, ovens, vacuum cleaners, fans, etc. . . . Among other advertisers reported using or preparing to use TV: Modern Food Process Co. (Thrive pet food), thru Lavenson Bureau of Adv., Philadelphia; Finkel Outdoor Products Inc. (beach & garden umbrellas, lawn furniture), thru Atlantic Adv., N. Y.; Wool Bureau Inc. (wool apparel), thru Grey Adv., N. Y.; Cowles Magazines Inc., thru McCann-Erickson, N. Y. (KTSL); Illinois Meat Co. (Broadcast Brand meats), thru Arthur Meyerhoff & Co., Chicago (WCBS-TV); Richardson & Robbins (food products), thru Charles W. Hoyt Co., N. Y. (WCBSTV); Seawol Corp. (Zig-Zag sewing machine), thru Vic Knight Inc., Los Angeles; Industrial Tape Corp., thru Kenyon & Eckhardt, N. Y. (WCAU-TV); Nedick’s Inc., thru Weiss & Geller, N. Y.^ (WTOP-TV); Quality Importers (Welch’s wine), thru A1 Paul Lefton Co., N. Y. (WCBS-TV); Ultra Chemical Works (Ultra Gloss floor wax), thru S. R. Leon Co., N. Y. (WCBS-TV); Newsweek Magazine, thru Lennen & Mitchell, N. Y. (WABD); Fred W. Amend Co. (Chuckles candies), thru Henri, Hurst & McDonald, Chicago (WOR-TV); George Schneider & Co. (carbonated beverages), thru Doyle Dane Bernback, N. Y. (WOR-TV); Dearborn Supply Co. (Chlor-O-Creme face cream), thru Gordon Best Co., Chicago; Dorchester Products Co., Washington (Clorodets chewing gum), thru Joseph Katz Co., Baltimore.
PsrSOnsl Notes: Thomas F. O’Neil, v.p. and director of
Yankee-Don Lee networks, v.p. of General Tire, elected chairman of board of MBS April 30, succeeding Theodore C. Streibert, WOR; E. M. Antrim, business mgr., Chicago Tribune (WGN & WGN-TV) succeeds O’Neil as vice chairman, and all other directors were reelected . . . Victor A. Sholis, director of WHAS & WHAS-TV, Louisville, awarded 1951 medal of American Cancer Society as layman contributing most to cancer control prog'ram in Amei'ica . . . Kenneth W. Church leaves managership of WIBC, Indianapolis, July 1 to become sales mgr. of WKRC & WKRC-TV, Cincinnati . . . Hoyt Andres appointed asst. mgr. of WKY & WKY-TV, Oklahoma City; Eugene B. Dodson named administrative asst., Ray Scales succeeding him as public relations mgr. . . . Ben Gedalecia resigns as ABC research mgr. to join Dept, of State information service . . . Joseph L. Tinney, v.p. of WCAU & WCAU-TV, Philadelphia, promoted to Captain, USNR . . . A. E. Joscelyn, CBS Hollywood operations director, reelected president of So. Calif. Broadcasters Assn. . . . W. D. Fisher, ex-Young & Rubicam, joins Gardner Adv., St. Louis, as TV-radio director . . . Wm. A. Chalmers, exKenyon & Eckhardt, appointed TV-radio v.p.. Grey Adv.
Amendmen! io TV Allocation Report
To CLARIFY meaning of paragraph II-B-1 of its allocation proposal (page 8 of Television Digest’s March 24 printed full text of TV Allocation Report), FCC this week amended it with Public Notice 51-410. New paragraph reads as follows, added language in italics:
“1. A channel assigned to a community in the Commission’s Table of Television Assignments shall be available, without the necessity of rule making proceedings, to any other community which is located within 15 miles of the a.ssigned community and which has no assign nioit of its own provided the minimum separations set forth in paragraphs “E” and “G” herein are maintained.”