The Evolution of Television Commercials: From Live Shows to Sponsorship
Both in the United States and the United Kingdom, television commercials have become an indispensable part of the viewing experience. However, in the early days of television in the UK, the landscape of advertising was drastically different. This article explores the origins and evolution of television commercials, particularly focusing on the unique situation of BBC TV's advertising-free broadcasts and the emergence of commercial television in the UK.
The Early Days of Television Commercials in the UK
When television began to take hold in the 1950s, commercial advertisements were a novelty in the United Kingdom. Unlike the BBC, which has never featured commercials, ITV and its regional variations were the first to introduce this new phenomenon. These early commercials were live and not pre-recorded, marked by unique and often memorable advertisements that became part of daily programming.
Types of Early TV Commercials
The advertisements from this era were diverse and innovative, employing various strategies to catch the viewer's attention. For instance, Chesterfield cigarettes had a particularly striking advertisement where a woman's legs were shown sticking out of a large pack of cigarettes, creating a striking and memorable image. Similarly, Philip Morris Tobacco had a live advertisement where a bellhop would walk across the stage, yelling, "Call for Phillip Morris!" These live advertisements were a dramatic departure from the pre-recorded radio ads that had come before.
The Transition to Sponsorship
Initially, television commercials were referred to as "sponsored programs," where the content was heavily influenced by the sponsor. These advertisements were often accompanied by live voice-overs by well-known announcers, creating an integrated experience for the viewers. Over time, the format evolved to include more specific ads from the sponsor, and eventually, additional ads from unrelated companies were introduced. This led to a shift from sponsorship-based broadcasts to a more commercialized model of advertising space sold to various advertisers.
Breaking the Advertising-Free Barrier
While the BBC has maintained its pledge of not airing commercials, it did once air a commercial in 1967. This was a unique instance where the BBC broadcasted an advertisement for its weekly magazine, "Radio Times." This occurred just as a new color TV service was being introduced in the UK, making it a fitting choice for the announcement. Interestingly, in the UK, the history of commercial television predated commercial radio by more than ten years. Commercial television began operations in 1955, while the first commercial radio station was not permitted until 1967. However, offshore radio stations had been broadcasting to the UK since 1964, and the Grand Duchy of Luxembourg had been beaming radio programs into the UK since the 1930s.
The Use of Sponsorships
Soap operas, a term derived from their sponsorship by soap companies, were early examples of sponsored television programming. These shows aired ads for soap household products, primarily targeting homemakers. The idea of product placement and sponsorship in television has continued to evolve, from the initial live advertisements to the current model of selling ad space to diverse advertisers. This transition has fundamentally shaped the modern television landscape, making it an integral part of the viewing experience.
Conclusion
From live, innovative advertisements in the 1950s to the sponsorship-based programming of the early days, television commercials have come a long way. The unique history of commercial television in the UK, with its early jump on radio, has left an indelible mark on the industry. Understanding this evolution is crucial for both historians and contemporary advertisers alike, as it provides insights into the development of modern advertising techniques and the ongoing transformation of broadcasting.