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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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Monster Beach Party, DVD, Claire Bronson, Mary Kraft, Jonathan Michael Green, Cy $10.63 |
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Perfecting the Art of Buttercream – DVD $25.00 ###############################################################################################################################################################################################################################################################… |
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SugarVeil DVD $25.00 ###############################################################################################################################################################################################################################################################… |
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Making Fun Characters with Gumpaste! $25.00 ###############################################################################################################################################################################################################################################################… |
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Paramount Pictures 90th Anniversary Memorable Scores $12.93 Granddaddy of the Hollywood studios, Paramount Pictures is rightfully proud of its century of contributions to both American cinema and the art of film scoring. But the first disc of this 43-track double-CD anthology merely hints at the studio’s musical peaks, blithely skipping through its first seven decades in just 17 tracks. Indeed, the package as a whole seems more interested in marketing its … |
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The Mambo Kings: Original Motion Picture Soundtrack $11.98 The Mambo Kings: Original Motion Picture Soundtrack. Antonio Banderas, Tito Puente Format: Audio CD… |
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Hansel & Gretel $16.46 HUMPERDINCK:HANSEL AND GRETEL – DVD Movie… |
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Illegal in Blue [VHS] $14.99 … |
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Illegal in Blue (unrated) [VHS] $14.98 … |
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Rendezvous in Paris [VHS] $19.95 The talk-fest films of aging French New Wave filmmaker Eric Rohmer (My Night at Maud’s, Pauline at the Beach) have grown less fashionable–and watchable–over the years. Rendezvous in Paris, though, is his breeziest film in years. Three unconnected stories of modern courtship play across the screen with a wonderful supporting player tying the stories together: the colorful streets of Paris. In the… |
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Tucker & Dale vs Evil $3.99 … |
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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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Kraft Gesetz $24.95 Kraft Gesetz |
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Luisa Miller $18.28 The Metropolitan Opera Orchestra and Chorus, as conducted by James Levine, mounts this production of Giuseppe Verdi’s opera Luisa Miller, filmed at the Metropolitan Opera House on January 20, 1979. The production stars Bonaldo Giaiotti, Placido Domingo, Jean Kraft and James Morris. ~ Nathan Southern, Rovi |
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Bndr,Kraft,Rcy,1 In $18.99 BNDR,KRAFT,RCY,1 IN |
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KRAFT,JOEL: BIG IDEAS $14.25 KRAFT,JOEL: BIG IDEAS |
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William Kraft: Encounters $21.23 William Kraft: Encounters |
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Die Treibende Kraft (Import) $11.76 Die Treibende Kraft (Import) |
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KRAFT,PAULSEN: KNOCK KNOCK $24.45 KRAFT,PAULSEN: KNOCK KNOCK |
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William Kraft: Kennedy Portrait $17.2 William Kraft: Kennedy Portrait |
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Music by Leo Kraft $15.6 Music by Leo Kraft |
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The Music of William Kraft $15.15 The Music of William Kraft |
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J.l. Kraft $5.96 Looks at the life of James L. Kraft, a pioneer in the development of processed cheese and the founder of the Kraft Foods Company. |
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The First Year $14.83 Davis Guggenheim directs The First Year, a documentary about five rookie teachers in the Los Angeles public school system. George Acosta teaches English as a second language, Genevieve DeBose teaches middle school language arts and social studies, Joy Kraft-Watts teaches high school history, Nate Monley teaches fifth-grade bilingual education, Maurice Rabb teaches kindergarten, and Andrew Glass teaches elementary special education. Guggenheim investigates how and why the subjects became teachers as well as the struggles they encountered during their first year of teaching. The First Year was broadcast on PBS in 2004. ~ Andrea LeVasseur, Rovi |
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Kraft Cheese Truck $59.99 Kraft Cheese Truck – Wall Decal |
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Kraft Hag Coffee $109.99 Kraft Hag Coffee – Giclee Print |
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DVD : Dobro $9.43 DVD : Dobro |
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The Siege [Blu-ray] $16.24 Edward Zwick directed this action thriller about Islamic militants unleashing terrorism in New York City. As FBI Terrorism Task Force-chief Anthony Hubbard (Denzel Washington) investigates, a false-alarm bomb threat is followed by a legit bomb, with many killed when a Brooklyn bus explodes. Agents track a suspect through Brooklyn, while Hub teams with Middle East expert and NSA operative Elise Kraft (Annette Bening). After the FBI wipes out three Arabs in a Brooklyn apartment, an explosion in a Broadway theater is followed by attacks on a school and FBI headquarters. When the President declares martial law, neo-fascist Army General William Devereaux (Bruce Willis) swings into action, deploying tanks through Brooklyn, capturing Arab-American males, and herding them into an open-air stadium detention camp. Hub’s Arab-American FBI associate Frank Haddad (Tony Shalhoub) is disgusted and quits when his son becomes one of the Arab detainees. With the Army out of control, the power-crazed Devereaux devises plans for torture and murder, turning his attention to Hub and Elise. President Bill Clinton is seen denouncing terrorists in TV clips. ~ Bhob Stewart, Rovi |
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The Siege [Martial Law Edition] $9.92 Edward Zwick directed this action thriller about Islamic militants unleashing terrorism in New York City. As FBI Terrorism Task Force-chief Anthony Hubbard (Denzel Washington) investigates, a false-alarm bomb threat is followed by a legit bomb, with many killed when a Brooklyn bus explodes. Agents track a suspect through Brooklyn, while Hub teams with Middle East expert and NSA operative Elise Kraft (Annette Bening). After the FBI wipes out three Arabs in a Brooklyn apartment, an explosion in a Broadway theater is followed by attacks on a school and FBI headquarters. When the President declares martial law, neo-fascist Army General William Devereaux (Bruce Willis) swings into action, deploying tanks through Brooklyn, capturing Arab-American males, and herding them into an open-air stadium detention camp. Hub’s Arab-American FBI associate Frank Haddad (Tony Shalhoub) is disgusted and quits when his son becomes one of the Arab detainees. With the Army out of control, the power-crazed Devereaux devises plans for torture and murder, turning his attention to Hub and Elise. President Bill Clinton is seen denouncing terrorists in TV clips. ~ Bhob Stewart, Rovi |
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Kraft, Cheese, USA, 1925 $59.99 Kraft, Cheese, USA, 1925 – Framed Art Print |
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The First Kraft Kitchen, 1924 $59.99 The First Kraft Kitchen, 1924 – Framed Art Print |
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Die Treibende Kraft $64.99 Josef Fenneker Die Treibende Kraft – Giclee Print |