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A Brief History of Television Advertising
Broadcasting was originally developed as a means for companies to sell radios. But once commercial entities realized that many households were listening to their radios a significant amount of time every day, they started to explore this medium as a way to get their message across to the masses. If one has to choose a single event that began the era of radio broadcasting, it would probably be the radio program broadcast by station WEAF in New York City on August 28, 1922 This was a ten-minute advertisement for suburban apartment housing. By Christmas of that year, several major New York department stores joined the fray and were running advertisements for their stores.
By the late 20′s radio advertising had advanced in a dramatic way. It was now dominated by advertising agencies who took control of the schedules by buying the available air time and selling it to their customers. They also handled the creative aspects of the commercials and programs and in fact even created entire series that were designed to sell one product or another. These efforts paved the way for the genesis of television advertising that would begin in a few more decades.
The Era of the Single Sponsor
Full time telecasting didn’t really take hold until 1948 as it took that long for the United States to recover from the Depression and World War II. At that time, the number of television sets reached the critical mass necessary to be considered a medium that could reach the masses. As television was a totally new phenomenon – i.e. offering both sound and moving pictures, the advertising industry moved into this arena cautiously as they were not sure what methods would work best to promote their clients products on television. In other words, should it still be treated as radio advertising but with pictures thrown in or would an entirely new approach need to be taken to reach the television audiences in a meaningful and effective manner?
After study and many surveys, the advertising agencies determined that the most effective way to reach consumers with a strong message would be by creating shows that featured a single product or a line of products from a single company. From this concept arised the typical television shows of the 1950′s including such titles as Kraft Television Theater, Colgate Comedy Hour, and Coke Time. As with radio, these television programs were produced by advertising agencies for their clients rather than the studios as is common practice currently.
This practice worked really well for the clients for a while. But as the television gained more popularity and there were more people watching it, the television networks were raising the costs of doing business (i.e. more eyeballs = more total dollars spent to reach them all) and this upward pressure on the cost of delivering a production over the television (plus the ever increasing costs of creating new content) forced a massive change in the relationship of all the parties: the advertising agencies, the clients/sponsors and the television networks. A solution had to be found if this very powerful advertising medium was to continue to be cost effective for the sponsors.
Enter the Era of Magazine Concept Advertising
NBC executive Sylvester L. “Pat” Weaver came up a with a solution that would work and would also be very favorable to the networks. He introduced the “magazine concept” of television advertising. In this arrangement, the sponsors would purchase blocks of time (typically one to two minutes) in a show rather than be a sponsor for an entire show. This idea would allow a variety of sponsors – up to four was the number imagined – for a show. Like a magazine, the networks would now control the content as no one advertiser would “own” a particular show.
Like all new ideas, this one was originally resisted by Masison Avenue but after a bit of experimentation, they found that this method would work very well for a variety of packaged-goods companies manufacturing a cornucopia of brand names, such as Procter and Gamble with such disparate products as Tide (laundry detergent), Crest (toothpaste), and Jif (peanut butter).
By 1960, the magazine concept dominated television advertising, as it has ever since. Instead of relying on audience identification with a specific show, sponsors now spread their messages across the schedule in an effort to reach as many consumers as possible. The ability to spread their advertising dollars out to reach a broader segment of the population proved to be very effective for the sponsors. Where once they were locked into a specific time block every day or every week on a particular network, they could now choose the times and the networks where they wanted their message to be seen.
This evolution of magazine concept advertising is truly the birth of most modern television advertising. The one exception is the infomercial which is really a throwback to the sponsored show model used in the early days of television advertising.
Want to relive your favorite classic TV commercials? Be sure to check out our Classic Television Commercials From the 30s to the 60s Film Library.
The Historical Archive offers a variety of Historical DVDs and CDs. You can visit us athttp://www.thehistoricalarchive.com and shop our large, robust library of DVD and CD based products covering a wide range of significant and interesting historical events and cultural moments through film, photos, audios, maps and other documents.
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Camouflage – Kraft (Live In Dresden DVD)
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Wilton Cake Decorating Basics, DVD $11.97 See the essentials of creating amazing cakes and desserts, step by step! Everything from tools to icings, baking perfect cakes, decorating stars, shells, flowers and more is covered in this 60 minute program…. |
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The Craft (Special Edition) $4.62 A misfit girl newly enrolled in a Los Angeles high school befriends three other troubled teens and, after showing them she has a knack for casting spells, is welcomed into their secret club dedicated to witchcraft. Soon, the girls are using their powers on a cocky jock, a racist student and others. Robin Tunney, Fairuza Balk, Neve Campbell, Rachel True star. 101 min. Widescreen (Enhanced); Soundtr… |
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Kraft $94 A Tradition of Quality Munich- The Hotel Kraft could almost be considered the foundation stone of gastronomy in the city |
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Rply-Cs25 – Rebinder Replay Cd Case – Sleeve – Chipboard – Brown Kraft – 2 Cd/Dvd $21.38 Eco-friendly CD/DVD holders are recyclable and made from a high percentage of recycled fibers. The bending chipboard is made of rigid 20 point, unbleached Kraft and gives you a natural, yet professional-looking product. Ideal for storing or mailing disks. Each sturdy holder includes two pockets for two CDs/DVDs or a single disk and liner notes. [REBRPLYCS25] Recycled UPC: 180863000840 UNSPC: 43202101 1.5 LB |
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Die Treibende Kraft $64.99 Josef Fenneker Die Treibende Kraft – Giclee Print |
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Kraft Process $44.79 The kraft process (also known as kraft pulping or sulfate process) describes a technology for conversion of wood into wood pulp consisting of almost pure cellulose fibers. The process entails treatment of wood chips with a mixture of sodium hydroxide and sodium sulfide, known as white liquor, that break the bonds that link lignin to the cellulose. |
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Kraft Dinner $58.94 High Quality Content by WIKIPEDIA articles Kraft Macaroni and Cheese, known as Kraft Dinner in Canada, is a macaroni and cheese convenience food that requires minimal preparation by the consumer. The product was introduced in the 1937 by the company now known as Kraft Foods. Author: Miller, Frederic P./ Vandome, Agnes F./ McBrewster, John Binding Type: Paperback Number of Pages: 66 Publication Date: 2010/08/17 Language: English Dimensions: 6.00 x 9.02 x 0.16 inches |
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Palais Kraft $180 The Palais Kraft Zurichs most prestigious residential building is located in Zurichs prime residential area Zurichberg above the university and hospital district and within walking distance of the city center |
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Hotel Kraft $181.09 Hotel Kraft > FLR > Via Solferino 2 > Florence > > 50123>Location. Hotel Kraft is in central Florence, Italy, one kilometre from the old city centre. Santa Maria Novella church is one kilometre from the hotel, while the Accademia Art Gallery and Duomo cathedral are within two kilometres. Florence Vespucci Airport (FLR) is 10 kilometres away. Hotel Features. Occupying a 19th century townhouse, Hotel Kraft’s lobby is decorated in terracotta tones with small statues, a fireplace and piano. There is a reading corner with wireless Internet access, and concierge services and currency exchange are available.Hotel Kraft’s Terrazza Rossini restaurant offers Tuscan and fusion cuisine. Guests can dine on the roof terrace from April 15th until October 31st, while taking in panoramic views of Florence. Complimentary buffet breakfast is served.Meeting and conference rooms are available at the hotel, with exhibition space and banqueting facilities.Hotel Kraft has a seasonal rooftop pool, with sun loungers and deckchairs. Guestrooms. Hotel Kraft has 77 air conditioned guestrooms featuring wrought iron bedposts, antique style furniture and gilded mirrors. Rooms have satellite television, and wireless and high speed Internet access (surcharge). Bathrooms include baths or showers. Expert Tip. Hotel Kraft is close to Florence opera house, which hosts international companies and local productions. Tickets are available from the hotel concierge.Notifications:Facilities closed between November and March include: RestaurantAdditional fees and deposits may be charged by the property at time of service, check in, or check out. >The preferred airport for Hotel Kraft is Florence (FLR Peretola) 4.4 km / 2.8 mi. Distances are calculated in a straight line from the property’s location to the point of interest or airport and may not reflect actual travel distance. Distances are displayed to the nearest 0. 1 mile and kilometre. |
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Kraft Literature Mailers – Kraft (MIBMS500K) $71.3 • Our most popular sizes of literature mailers in economical kraft corrugated • The perfect size to ship and store documents • Manufactured from strong 200#/ECT-32-B kraft corrugated • 15–100% recycled content • 9–30% post consumer recycled content • Assembles in seconds without tape, glue or staples • Ships and stores flat |