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became the medium on which Deli oil could most lean. by checking business figures, (which automakers do regularly and often to map advci i isint;) , it was possible to ordei radio schedules immediately on i lie heels of a climb in sales. This condition produced a more than usual sporadic pattern for the buying of radio.
On the local scene, America's 32,896 automobile dealers kept a stead) pace of local radio advertising. In most communities, dealers who have not been off the air in years insisted they do not intend to get off the air in 1961.
The introduction of eight new compact cars — in less than eighteen months — achieved part of Detroit's goal: Sales of imported cars in the U.S. dropped in 1960 for the first time in six years.
A rise in sales and production began to be felt as the automotive industry moved into the summer months. The last week in May became the second best production period so far this year. But the yearto-date total is 35 percent behind that of a year ago.
It is known that in 1960 the five major automotive manufacturers — American Motors Corp., Chrysler Corp., Ford Motor Co., General Motors Corp. and Studebaker-Packard Corp. — spent approximately $120,000,000 on advertising. It is estimated that they spent $25,000,000 — give or take a few — on radio advertising during that year. This figure, of course, includes the outlays for introducing the 1961 cars.
Radio advertising for Chevrolet, which spent $3 million, this year took three roads: national spot, network and local spot. The national spot campaigns began at introduction with 52-week contracts, while networks carried Chevy commercials via CBS and NBC news. Chevrolet also made extensive buys on stations of Keystone Broadcasting System, which the agency classifies as network purchases. In local markets, most of Chevrolet's 7,065 dealers participated actively in campaigns on their community's stations.
Chevy began its 29th year in radio last fall with a three-week introduc
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