Television digest with electronic reports (Jan-Dec 1953)

6 Network TV-Radio Billings March 1953 and January-March 1953 (For February report see Television Digest, Vol. 9:14) NETWORK TV time billings went to record high of $18,509,328 in March, according to monthly Publishers Information Bureau report, which also discloses CBS-TV now only about $150,000 away from consistent top-runner NBC-TV and DuMont forging ahead to within $750,000 of third-runner ABC-TV. The $18,509,328 aggregate compares with previous high of $17,462,216 for Dec. 1952, with $15,908,788 for Feb. 1953 and with $15,789,126 in Jan. 1952. It brings aggregate for first 1953 quarter to $51,693,476, which compares with $45,674,288 for same 1952 quarter. Coincidentally, network radio also went up in March — to $14,626,103 for the 4 networks, best single month since 1951 and about $100,000 ahead of same 1952 month. For quarter, network radio was $41,163,628, not too far down from the $42,600,798 for same 1952 quarter. The PIB figures (for comparative 1949-52 monthly figures, see p. 85, TV Factbook No. 16) : NETWORK TELEVISION March 1953 NBC $ 7,938,751 CBS 7,794,774 ABC _ 1,720,946 DuMont _ 1,054,857 March 1952 $ 7,320,358 5,643,123 2,065,052 760,593 Jan.-Mar. 1953 $22,317,728 21,668,928 4,806,870 2,899,950 Jan.-Mar. 1952 $21,393,214 15,820,809 6,233,980 2,226,285 Total $18,509,328 $15,789,126 $51,693,476 $45,674,288 NETWORK RADIO CBS $ 5,513,015 $ 5,154,077 $15,339,508 $15,103,981 NBC 4,340,845 4,184,074 12,414,383 12,535,445 ABC 2,797,544 3,355,715 8,010,829 9,835,164 MBS 1,974,699 1,826,527 5,398,908 5,126,208 Total $14,626,103 $14,520,393 $41,163,628 $42,600,798 NETWORK -TELEVISION — January-March 1953 ABC CBS DuMont NBC Total Jan. .. $ 1,604,892 $ 7,129,226 $ 982,794 $ 7,558,448 $17,275,360 Feb. 1,481,032 6,744,928 862,299* 6,820,529 15,908,788* Mar. 1,720,946 7,794,774 1,054,857 7,938,751 18,509,328 Total $ 4,806,870 $21,668,928 $ 2,899,950 $22,317,728 $51,693,476 NETWORK RADIO— January-March 1953 ABC CBS MBS NBC Total Jan. $ 2,674,622 $ 5,156,404 $ 1,786,134 $ 4,260,555 $13,877,715 Feb. .. 2,538,663 4,670,089 1,638,075 3,812,983 12,659,810 Mar. - 2,797,544 5,513,015 1,974,699 4,340,845 14,626,103 Total $ 8,010,829 $15,339,508 $ 5,398,908 $12,414,383 $41,163,628 * Revised to April 23, 1953. Note: These figures do not represent actual revenues to the networks, which do not divulge their actual net dollar Incomes. They’re compiled by PIB on basis of one-time network rates, or before frequency or cash discounts. Therefore, In terms of dollars actually paid to networks they may be inflated by as much as 40%. Figures are accepted by networks themselves, however, and by the industry generally, as satisfactory index of comparisons & trends. Network Accounts: Multi-sponsored Omnibus on CBS TV, Sun. 4:30-6 p.m., which ends May 3, definitely will return next year, according to Ford Foundation’s George Benson, who told TV Assn, of Philadelphia program cost Foundation $500,000 for its first 26 weeks but is regarded as both a programming and commercial success. Of the 5 sponsors — Willys-Overland, Remington-Rand, Scott Paper, Greyhound Bus, American Machine & Foundry — 2 are considering buying own TV programs, said Mr. Benson, pointing to “surprisingly high sponsor identification.” Next season’s commercials, he said, will be integrated into the program instead of running as separate spots . . . Gillette will sponsor Kentucky Derby May 2 on CBS-TV, Sat. 5-5:45 p.m., thru Maxon; TV-radio receipts will go to Red Cross . . . Sunbeam Corp. (electric appliances) buys Ethel & Albert, starting May 9 on NBC-TV, Sat. 7:30-8 p.m., thru Perrin-Paus, replacing Pearson Pharmacal Co. (Ennds) which decided at last minute to drop program before its sponsorship began; Ennds also drops Eye Witness on NBC-TV, Mon. 9-9:30 p.m. . . . Congoleum-Nairn Inc. (Gold Seal Congo-Wall), former sponsor of Garroway at Large, returns to TV May 1-June 3 with purchase of 12 segments of Today on NBC-TV, weekdays 7-9 a.m., thru McCann-Erickson; NBC-TV reports that Today had 363 segments sold first 1953 quarter, compared with 141 same 1952 period . . . Arthur Murray’s own program will move from DuMont, Sun. 10-10:30 p.m., after April 26, to be summer replacement for Ipana’s Time to Smile on CBSTV, Sun. 9 :30-10 p.m., thru Doherty, Clifford, Steers & Shenfield; Charles Ar.tell Inc. moves What's My Bid from ABC-TV, Sat. 7:30-8 p.m., to replace Arthur Murray Show, starting May 3 on DuMont, thru TV Adv. Assoc. . . . Westinghouse to sponsor Summer Theatre as summer replacement for Studio One on CBS-TV, Mon. 10-11 p.m., thru McCann-Erickson . . . General Electric (lamp div.) to sponsor musical program with singers Mel Torme & Teresa Brewer as summer replacement for Jane Froman’s U.S.A. Canteen on CBS-TV, Thu. 7:45-8 p.m., thru BBDO . . . Paul Mall and Simoniz Co. will replace The Big Story for 8 weeks dui’ing summer with Doorway to Danger on NBC-TV, Fri. 9-9:30 p.m., both thru Sullivan, Stauffer, Colwell & Bayles . . . Lucky Strike replaces Robert Montgomery Presents with Summer Theatre for 8 weeks stai-ting July 6 on NBC-TV, Mon. 9:30-10:30 p.m., thru BBDO . . . Plymouth reported so pleased with Plymouth Playhouse, formerly ABC Album (Vol. 9:15) on ABC-TV, Sun. 7:30-8 p.m., that it plans to extend contract from 9 weeks to 13 weeks . . . Chrysler is reported ready to enter TV, either with musical variety program on ABC-TV, or half-hour drama on NBC-TV or CBS-TV, thru BBDO. Siaiion Accounts: Unusual package deal, amount undisclosed, whereby General Mills buys 2000 daytime plus 100 night spots on Crosley’s 3 Ohio TV stations (WLWT, Cincinnati; WLWD, Dayton; WLWC, Columbus), beside 5000 spots on WLW, was closed last week with Knox Reeves Adv., handling Wheaties, and Dancer-FitzgeraldSample, handling Gold Medal Flour. Local live talent will be used entirely, including film spots made by Olympus Film Productions, Crosley subsidiary. Contract covers 52 weeks . . . How Pan American Airways pre-tested with one spot on Mary Wilson’s Pots, Pans & Personalities on WPTZ, Philadelphia, offering free ticket for short flight and disposing of 400 limit within few hours, is recounted in “TV Results” page of April 20 Sponsor Magazine; same page tells how war surplus dealer, overstocked with 350 wooden airplane propellers, carried one announcement on KDYL-TV, Salt Lake City, sold them as decorations . . . Falstaff Brewing Co.’s sponsorship of 50 simulcasts of St. Louis Browns games (Vol. 9:16) will be divided between KSD-TV and upcoming new suburban WTVI, Belleville, 111. (Ch. 54) due on air in latter May . . . Richfield Oil Corp. includes TV-radio in biggest promotion campaign in its history, plugging new Richfield Ethyl gas and Richfield Super HD motor oil, thru Morey, Humm & Johnstone, N. Y. . . . Standard Oil of Indiana using TV-radio spots throughout midwest to introduce new Permalube motor oil, thru McCann-Erickson, N. Y. . . . Big Hudson-Ross Stores co-sponsoring with Wilcox-Gay (Majestic TVs & radios) half-hour musical comedy show on WBKB, Chicago, for 13 weeks . . . Among other advertisers reported using or preparing to use TV: Gold Seal Co. (Snowy powdered bleach), thru Campbell-Mithun, Minneapolis; Charles E. Hires Co. (root beer), thru N. W. Ayer, Philadelphia; Eastco Inc. (Scratch-X dog powder), thru Ruthrauff & Ryan, N. Y.; Duotone Co. (TV filters, recording discs), thru Conti Adv., N. Y.; Plantation Chocolate Co. (candies), thru Martin Agency, Philadelphia; Wish-Bone Salad Dressing Co., thru Allamyer-Fox Agency, Kansas City.