The Evolution of Television Advertising: From Print Media to TV Commercials
Television advertising has come a long way since its inception, evolving from a novelty to a crucial tool in the marketing arsenal of businesses and brands. This article explores the timeline and early methods of advertising, including the first television commercial, how ads were marketed before television, and the transition to the visual and auditory advertising experience.
The Birth of Television Advertising
Television advertising began shortly after the invention of television. The first television commercial was broadcast on July 1, 1941, in the United States, when Bulova watches aired an advertisement just before a baseball game on New York station WNBT (subsequently WNBC). This marked the start of a new era in advertising, where businesses could reach a wide audience through visual and auditory mediums.
Pre-Television Advertising Methods
Before television advertising, businesses relied on various other media to market their products and services:
Print Media
Newspapers and magazines were the primary means of advertising during this time. Advertisers placed ads in these publications to reach a wide audience. This method allowed for detailed descriptions and visuals, making it highly effective for product promotion.
Radio
Radio broadcasting, which began in the 1920s, offered advertisers the opportunity to promote their products and services through radio spots. These audio ads reached audiences through sound, making them memorable and engaging.
Posters and Billboards
Outdoor advertising through posters and billboards was particularly common in urban areas. These physical ads captured people's attention in public spaces, making them effective for local branding and product awareness.
Direct Mail
Advertisers sent promotional materials directly to consumers' homes through the postal service. This method allowed for personalized messages and direct contact with potential customers.
Word of Mouth
Personal recommendations and word of mouth also played a significant role in promoting products, especially in local communities. This organic form of advertising was trusted and relied upon by consumers.
The Transition to Television Advertising
These pre-television advertising methods laid the groundwork for the transition to television advertising. The visual and auditory elements of television commercials created a more impactful advertising experience, capturing the audience's attention in a new way.
Regulations and Changes in Advertising
The early days of television advertising saw a period where cigarettes could advertise on TV. However, this changed over time due to health concerns and regulations. The first official paid television advertisement in the UK was broadcast on BBC's commercial sister channel, Pebble Mill at One, on October 2, 1969. In the UK, commercial TV began in 1955, and advertising became its primary revenue source, starting on the same day broadcasting commenced.
The first commercial message in the UK was for toothpaste, Gibbs SR. Prior to commercial TV, other outlets such as newspapers, magazines, cinema (managed by Pearl Dean), and roadside hoardings were the main forms of advertising.
Commercial Radio in the UK
Before commercial radio, the BBC provided ad-free broadcasting, which remains true today. BBC revenues come from TV license fees. Commercial radio in the UK has a colorful history, with Radio Luxembourg being the most popular station in the 1950s, offering an English-language service starting in 1933. The most famous commercial advertisement on Radio Luxembourg was for Horace Batchelor, who promoted a system for predicting UK football match results.
The first commercial UK 'pirate' radio station, Radio Caroline, launched in 1964 from a ship moored in international waters off the Kent coast. It was followed by Radio London, both using the top 40 hit format with interspersed advertisements. The BBC responded by establishing Radio One in 1967, with ex-pirate DJs transitioning to the new station. The first show on Radio One, the Breakfast Show, aired on September 30, 1967, at 7 AM, but no commercials were aired.
Radio One faced disputes with the Musicians Union, leading to non-musical jingles being used initially. One of the most iconic jingles was 'Arnold,' a fictitious canine companion of DJ Tony Blackburn, who continued to use the character even after the dispute was resolved.