No. 1197.

MOTION PICTURE THEATERS-ESTABLISHMENTS, RECEIPTS, PAYROLL,
AND EMPLOYEES, BY STATES: 1958 AND 1963

[Receipts and payroll in thousands of dollars. Excludes drive-in theaters]

Source: Dept. of Commerce, Bureau of the Census; U.S. Census of Business: 1965, Vol. VII.

247 079 067 - 52

No. 1198. HOTELS-SUMMARY, 1954, 1958, and 1963, AND BY Size, 1958 and 1963 [Prior to 1963, excludes Alaska and Hawaii. Covers commercial establishments known to the public as hotels and primarily engaged in providing lodging, or lodging and meals, to the general public]

NA Not available. 1 Includes data for paid executives of corporations but not for proprietors of unincor. porated businesses. Represents number of employees for workweek ended nearest Nov. 15.

Source: Dept. of Commerce, Bureau of the Census; U.S. Census of Business: 1954, Vol. V; 1958, Vol. V; and 1963, Vol. VI.

No. 1199.

ADVERTISING-INDEXES OF NATIONAL ADVERTISING EXPENDITURES, BY
MEDIUM: 1940 To 1966

[1957-59-100. Based on the average monthly expenditure for those media which give national coverage]

Source: Compiled by McCann-Erickson, Inc., for Decker Communications, Inc., New York, N.Y. In Printers' Ink magazine.

Source: Compiled by McCann-Erickson, Inc., for Decker Communications, Inc., New York, NY. In

Printers' Ink magazine.

ADVERTISING-ESTIMATED EXPENDITURES, BY MEDIUM: 1950 TO 1966 [In millions of dollars, except percent. See also Historical Statistics, Colonial Times to 1957, series R 99-102, R 110-113, and T 346-351]

No. 1201.

1950

MEDIUM

Ex

total itures

Per- Ex- Per- Ex- Per- Ex- Per- Ex- Per- Ex- Perpend- cent of pend- cent of pend- cent of pend- cent of pend- cent of pend- cent of itures total itures total itures total itures

total

itures

total

Source: Compiled by McCann-Erickson, Inc., for Decker Communications, Inc., New York, N.Y. In Printers' Ink magazine.

No. 1202. NEWSPAPER ADVERTISING EXPENDITURES FOR NATIONAL ADVERTISING, BY TYPE OF PRODUCT: 1960, 1965, AND 1966

[In thousands of dollars. Data are compiled on basis of actual space measurements of bulk of "national" advertising carried by weekday and Sunday newspapers. Excludes production costs]

Source: Compiled by Media Records, Inc., for Bureau of Advertising of the American Newspaper Publishers Association, Inc., New York, N.Y.

No. 1203.

NEWSPAPER ADVERTISING-LINAGE FOR 52 CITIES: 1930 to 1966

[In thousands of lines. Represents linage in all daily and Sunday papers for the same 52 selected cities]

1 Advertising of specific products on general sale, as distinguished from the advertising of retail stores, and automotive or financial advertising.

Source: Compiled by Media Records, Inc. Current data in Dept. of Commerce, Office of Business Economics; Survey of Current Business.

No. 1204.

MAGAZINE ADVERTISING-REVENUE, BY TYPE OF PRODUCT: 1950 TO

1966

[In thousands of dollars. Represents advertising revenue of general magazines and national farm magazines. Space cost based on one-time rate; special rates used where applicable. Year-to-year data not strictly comparable, as a few minor publications are added or deleted]

Source: Publishers Information Bureau, Inc., New York, N.Y.; unpublished data.

No. 1205. TELEVISION ADVERTISING-NET TIME AND PROGRAM COSTS FOR

NETWORK ADVERTISING: 1964 TO 1966

[In thousands of dollars. Covers national networks; excludes national and regional spot advertising (see table 1206). Basically, net time and program costs are estimates of the gross sales of time less volume and frequency discounts earned by the advertisers plus program production and talent costs incurred by the advertisers]

Source: Television Bureau of Advertising, Inc., New York, N.Y., from data compiled by Leading National Advertisers, Inc., and Broadcast Advertisers Reports, Inc., New York, N.Y.

al

No. 1206. TELEVISION ADVERTISING-GROSS TIME CHARGES FOR SPOT ADVERTIS-
ING: 1964 TO 1966

[In thousands of dollars. Spot television advertising, as distingusined from network advertising in table 1205, is
defined as any television activity (announcement, identification, participation, or program) sponsored by a
national or regional advertiser, and selected and bought on a station-by-station basis. Includes announcements
between both network and nonnetwork programs as well as complete programs. Each commercial is locally
originated, whereas network programs and commercials are centrally originated]

Source: Television Bureau of Advertising, Inc., New York, N.Y., from data compiled by Leading National
Advertisers, Inc., New York, N.Y.

No. 1207. ACTIVE CORPORATION EXPENDITURES FOR ADVERTISING, COMPARED
WITH RECEIPTS, BY INDUSTRY: 1964

[Money figures in millions of dollars. Compiled from corporation income tax returns, excluding returns of inactive
corporations. For total compiled receipts, see table 561. See headnotes and footnotes, table 561]

Percent

receipts

0.5

0.6

Agric., for., and fisheries.

Mining...

Manufacturing..

0.5

1.1

0.5

1.6

1.3

2.8

2.3

0.9

1.4

1.3

0.8

1.4

Source: Treasury Dept., Internal Revenue Service; Statistics of Income, 1964, Corporation Income Tax Returns.