Advertising and Sponsorship


The Academy of Television Arts & Sciences Foundation Presents

02:26

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Interviewees discuss television's advertising and sponsorship models.

Highlights
John Frankenheimer on sponsor interference on Climax!  
01:58
Agnes Nixon on sponsor reaction to soap operas moving from radio to television
01:39
Paris Barclay on rarely seeing African Americans in production when he worked in television advertising
02:06
Ruth Duskin Feldman on the sponsors of Quiz Kids
01:24
Milton Berle on the Texaco Star Theater theme song and its strong ties to the show's sponsor
01:25
Silvio Horta on the presentation of Ugly Betty  at the upfront presentations to advertisers
02:10
Who talked about this topic

Alex Anderson

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Alex Anderson on going to work for an advertising agency in the 1950s
05:42
Alex Anderson on the network dealings and sponsorship of Crusader Rabbit
01:06

Charlie Andrews

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Charlie Andrews on the role of ad agencies in early television
00:50

Paris Barclay

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Paris Barclay on the state of television advertising when he worked in it
00:54
Paris Barclay on rarely seeing African Americans in production when he worked in television advertising
02:06

Erik Barnouw

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Erik Barnouw on the role of advertising agencies in controlling content on radio programs
05:12
Erik Barnouw on working on a radio ad campaign for Camel cigarettes and his criticism of advertising's impact on broadcasting in his subsequent writings
04:21
Erik Barnouw on some of the conclusions be came to about television advertising in his book "A History of Broadcasting in the United States"
05:30

Ted Bergmann

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Ted Bergmann on early TV's relationship between the network, sponsor, and ad agency
02:41
Ted Bergmann on what sponsors looked for in a show and how DuMont stayed competitive 
01:49

Milton Berle

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Milton Berle on the Texaco Star Theater theme song and its strong ties to the show's sponsor
01:25

Walter Bernstein

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Walter Bernstein on sponsor involvement on Danger
00:12
Walter Bernstein on sponsor involvement on Danger during the Blacklist
01:51

David Brinkley

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David Brinkley on becoming a spokesman for Archer Daniels Midland
01:31

Mark Burnett

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Mark Burnett on sponsorship and advertising on Survivor
04:21

Steve Carlin

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Steve Carlin on getting Revlon to sponsor The $64,000 Question and developing the show
05:36

Norman Lear with Emerson College

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Norman Lear on controversial moments on The Martha Raye Show and why the show got canceled
03:53
Norman Lear on choosing his battles with Standards & Practices and sponsors on All in the Family
01:20

Hugh Downs

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Hugh Downs on the role of advertisers on The Tonight Show
00:34

Rebecca Eaton

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Rebecca Eaton on how she dealt with Mobil, which was the sponsor of Masterpiece Theatre when she first began at PBS in the early 1970s
03:47
Rebecca Eaton on how funding for Masterpiece has changed over time, especially after Mobil ceased to be the sponsor
14:10

Rod Erickson

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Rod Erickson on going to work for the advertising agency Foote, Cone & Belding as executive director of the radio version of "Your Hit Parade" on behalf of American Tobacco
03:39
Rod Erickson on subjects that were taboo on Proctor & Gamble's serials and getting Proctor & Gamble into television
03:58
Rod Erickson on Procter & Gamble's initial reluctance to sponsor television programs
06:47
Rod Erickson on going to work for Young & Rubicam and putting We, The People on television
04:25
Rod Erickson on pushing his clients into advertising on television while at Young & Rubicam, and on reading the television ratings of the day
05:24
Rod Erickson on how early advertising on television worked and on broadcasting We, The People
03:08
Rod Erickson on dealing with Gulf, the sponsor of We, The People
04:29
Rod Erickson on Gulf sponsoring The Gulf Road Show  and dealing with guest star Billie Holiday
06:45
Rod Erickson on delegating responsibility for We, The People and The Gulf Road Show
02:56
Rod Erickson on how Holiday Hotel, sponsored by Packard, got on the air produced by Felix Jackson
03:13
Rod Erickson on how commercials were inserted into shows in the early days of television
05:22
Rod Erickson on creating a commercial for Goodyear Tires
03:01
Rod Erickson on advertisers discovering that television was a great sales tool
01:44
Rod Erickson on the process of pairing advertisers with shows and attempting to pair Whitman Chocolates with The Red Skelton Show
02:41
Rod Erickson on the sponsorship of I Love Lucy by Phillip Morris and later by Jello
03:37
Rod Erickson on the preferred networks of sponsors in the 1950s
02:36
Rod Erickson on working with David Sarnoff at NBC and William S. Paley at CBS
01:56
Rod Erickson on the notion of networks providing a public service
02:23
Rod Erickson on the reasons companies have for sponsoring a television show
04:50
Rod Erickson on the types of shows that sponsors generally preferred
03:03
Rod Erickson on working on The Silver Theater
01:48
Rod Erickson on the construction of ABC's studios for Paul Whitman's Goodyear Revue
01:30
Rod Erickson on working on The Fred Waring Show sponsored by General Electric 
06:24
Rod Erickson on working on The Arrow Show, sponsored by Arrow Shirts
03:03
Rod Erickson on working on Hopalong Cassidy
04:32
Rod Erickson on the advent of packaging television shows by William Morris Agency and MCA
04:42
Rod Erickson on being involved in a lawsuit with MCA
07:12
Rod Erickson on networks being paid off by agencies to carry their packaged programs
01:36
Rod Erickson on his dealings with Desi Arnaz
02:55
Rod Erickson on his trips to California to meet clients
02:27
Rod Erickson on ad men dealing with the mob
05:58
Rod Erickson on advertising being a "people business" and the role of alcohol in the business
02:19
Rod Erickson on the factors that go into the decision to advertise on a show and the importance of the writer
02:33
Rod Erickson on turning down Danny Thomas' Make Room for Daddy
01:05
Rod Erickson on the advertisers control over time slot and other factors dealing with a show
02:24
Rod Erickson on the dearth of black actors on television in the 1950s and 1960s and anti-Semitism in the ad industry
03:51
Rod Erickson on the Hollywood Blacklist's effect on television advertising
13:33
Rod Erickson on the ethics of advertising cigarettes in television
02:41
Rod Erickson on product placement in television and movies
02:04
Rod Erickson on the shift away from sponsors owning a whole show
07:11
Rod Erickson on reading the Neilson ratings and predicting people's television viewing habits on given nights of the week
06:38
Rod Erickson on ad agencies getting out of the business of producing shows and how his job changed as a result
01:19
Rod Erickson on the effectiveness of commercials
03:14
Rod Erickson on the research involved in making effective commercials and on the psychology of commercials
03:18
Rod Erickson on the power of television on violent television programming
01:55
Rod Erickson on retiring from the advertising industry in 1961
00:44
Rod Erickson on how the advertising industry had changed since he retired
02:49
Rod Erickson on the then-current state of television advertising
03:34
Rod Erickson on television ratings and demographics, and going to work for the American Research Bureau
04:40

Ruth Duskin Feldman

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Ruth Duskin Feldman on the sponsors of Quiz Kids
01:24

Ray Forrest

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Ray Forrest on the coming of commercial television and announcing the very first commercial (for Bulova) - July 1, 1941, and the first on-camera commercial
01:57
Ray Forrest on his sign-on for NBC experimental television -- before commercial television in 1941
00:58
Ray Forrest on the advent of commercial television -- July 1, 1941
00:31
Ray Forrest on announcing that NBC was now a commercial station, WNBT, and no longer W2XBS
00:31
Ray Forrest on how commercials changed television in 1941 -- until the beginning of World War II
00:45
Ray Forrest on NBC TV becoming more professional once it went commercial
01:00
Ray Forrest on a photo of the first on-air, live commercial for television -- for Adam Hats on July 4, 1941
00:57

John Forsythe

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John Forsythe on Bachelor Father  switching between the three networks and on the sponsorship of the show
01:27

Albert Freedman

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Albert Freedman on the head of Geritol (Twenty One's sponsor) wanting Herbert Stempel off the program and how Freedman convinced Charles Van Doren to become a contestant
07:41
Albert Freedman on Charles Van Doren becoming a celebrity because of his appearances of Twenty One and Freedman realizing the power of television
02:48

Eileen Fulton

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Eileen Fulton on the extent of Proctor & Gamble's involvement with As the World Turns, and on her distaste of focus groups
02:01

Leonard Goldberg

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Leonard Goldberg on working for advertising agency BBD&O
03:34
Leonard Goldberg on the deal with Ford on Starsky and Hutch
00:58

Lewis Gomavitz

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Lewis Gomavitz on getting into advertising
02:35

Donald Hall

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Donald Hall on Hallmark's television commercials 
04:16

Robert Halmi, Sr.

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Robert Halmi, Sr. on producing the 1979 television movie My Old Man and financing it directly through advertisers, rather than the networks
06:33

Marilu Henner

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Marilu Henner on doing commercials early in her career
02:24

Arthur Hiller

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Arthur Hiller on the "don't dos" list from the sponsors and the networks in early television
01:47

Silvio Horta

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Silvio Horta on the presentation of Ugly Betty  at the upfront presentations to advertisers
02:10

Stanley Hubbard

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Stanley Hubbard on the then-current state of television advertising and DVR technology
03:32
Stanley Hubbard on the then-future of television advertising and the impact of the internet on television
03:05

Hal Linden

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Hal Linden on doing voiceover for commercials and looping foreign films
09:26

Art Linkletter

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Art Linkletter on the music and sponsors of Art Linkletter's House Party
04:07

Stewart MacGregory

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Stewart MacGregory on live commercials for Kraft Television Theatre
03:32

John A. Martinelli

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John Martinelli on working at the Wakefield-Orloff Company
04:33
John Martinelli on the difference between editing commercials and television shows
04:23

Thomas W. Moore

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Thomas W. Moore on the ban on cigarette advertising on television
01:45
Thomas W. Moore on the length of commercials and commercial breaks on network television
04:14

Millie Moore

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Millie Moore on advice to an aspiring editor
02:58

Bill Mumy

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Bill Mumy on doing commercials 
02:05

Thomas Murphy

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Thomas Murphy on working at the Kenyon & Eckhardt ad agency
03:25
Thomas Murphy on advertising in the early days of television
01:49
Thomas Murphy on the role of the advertising agency in the television business in the '50s
02:39
Thomas Murphy on his plans for ABC when Capital Cities took over in 1986
06:02

Leonard Nimoy

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Leonard Nimoy on why villains were not allowed to smoke on Ziv Television Programs' syndicated shows, due to sponsorship
01:42

Ward Quaal

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Ward Quaal on advertising clutter
02:15

Lee Rich

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Lee Rich on how the advertising agencies worked with the television networks and sponsors during early television
03:18

Marlene Sanders

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Marlene Sanders on the sponsor of WABD-TV news

Ted Sarandos

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Ted Sarandos on how Netflix was able to use real, name brand products on Stranger Things
01:46

Edgar J. Scherick

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Edgar Scherick on getting a job at Dancer Fitzgerald Sample's advertising in New York; on Dancer Fitzgerald Sample's major clients at the time and on the power advertising agencies had over television content in the 1950s
02:05

Alfred Schneider

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Alfred Schneider on how an advertiser's displeasure with an episode of Howard K. Smith: News and Comment ("The Political Obituary of Richard M. Nixon") led to the formulation of a policy to protect news departments from the interference of sponsors
04:01
Alfred Schneider on the power of advertisers in decisions made by Standards & Practices
02:19

Reese Schonfeld

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Reese Schonfeld on CNN's initial advertisers
02:13
Reese Schonfeld on CNN's initial advertisers when it first went on the air
05:08

Joe Sedelmaier

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Joe Sedelmaier on becoming interested in film and getting into advertising
05:29
Joe Sedelmaier on working for Young & Rubicam, Clinton Frank, and Leo Burnett
13:01
Joe Sedelmaier on the state of television advertising in the '60s
03:55
Joe Sedelmaier on incorporating more subtlety into television advertisements 
06:14
Joe Sedelmaier on starting his own advertising agency
05:27
Joe Sedelmaier on the early days of his advertising agency
06:19
Joe Sedelmaier on his early clients
06:49
Joe Sedelmaier on Southern Airways putting his agency on the map
04:36
Joe Sedelmaier on gaining creative control over his advertisements 
03:53
Joe Sedelmaier on buying out his partner and taking control
04:20
Joe Sedelmaier on turning down clients and his affinity for comedic commercials
05:39
Joe Sedelmaier on his preference to use film in his advertisements 
02:31
Joe Sedelmaier on his Alaska Airlines commercials
03:31
Joe Sedelmaier on his Federal Express commercials 
03:41
Joe Sedelmaier on his famous, fast-talking Federal Express series of commercials 
09:57
Joe Sedelmaier on discovering Clara Peller, Wendy's "Where's the Beef?" lady
05:12
Joe Sedelmaier on Wendy's "Where's the Beef?" campaign with Clara Peller
07:30
Joe Sedelmaier on Wendy's "Russian Fashion Show" commercials 
05:34
Joe Sedelmaier on Wendy's "Russian Fashion Show" commercial 
04:26
Joe Sedelmaier on Wendy's "Parts is Parts" commercial
02:07
Joe Sedelmaier on the effect his ads had on Wendy's
02:01
Joe Sedelmaier on structuring his commercial rates and dealing with the heads of the companies
02:25
Joe Sedelmaier on Federal Express commercials he created
01:54
Joe Sedelmaier on foreign commercials he created
06:07
Joe Sedelmaier on creating Mr. Coffee commercials 
01:19
Joe Sedelmaier on his Jartran commercials 
03:06
Joe Sedelmaier on creating Eyewitness News commercials
01:57
Joe Sedelmaier on creating commercials for Valvoline 
03:15
Joe Sedelmaier on creating commercials for Texaco Super Unleaded and the process of casting commercials 
05:04
Joe Sedelmaier on creating commercials for AAMCO and HP
01:35
Joe Sedelmaier on the then-current state of advertising 
01:32
Joe Sedelmaier on his style
01:37
Joe Sedelmaier on market research 
01:04
Joe Sedelmaier on gauging the success of an ad
02:24
Joe Sedelmaier on advice to aspiring advertising professionals 
04:05
Joe Sedelmaier on his greatest career achievement and how he'd like to be remembered
01:05

Richard Shapiro

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Richard and Esther Shapiro on writing the made-for-TV movie Intimate Strangers
02:19

Esther Shapiro

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Richard and Esther Shapiro on writing the made-for-TV movie Intimate Strangers
02:19

Cybill Shepherd

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Cybill Shepherd on television commercials she appeared in and how she made the adjustment from print work to television acting
01:17
Cybill Shepherd on television commercials she appeared in
01:17

Doris Singleton

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Doris Singleton on becoming active in radio, being introduced to writer Sanford Barnett, and auditioning for Lever Brothers commercials for Lux Radio Theatre
02:02
Doris Singleton on her role in The Frank Sinatra Show on radio
00:50
Doris Singleton on sponsor spots on several of Dinah Shore's shows
01:45

Ira Skutch

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Ira Skutch on Goodyear joining Philco as a sponsor for Philco-Goodyear Television Playhouse
04:15
Ira Skutch on the production of the commercials that ran during Philco-Goodyear Television Playhouse
04:45
Ira Skutch on directing commercials during the 1952 political conventions
03:19

Jaclyn Smith

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Jaclyn Smith on being a "Breck Girl" and appearing on McCloud
02:24

John Strauss

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Publicist John Strauss on working with sponsors and ad agencies
02:59
John Strauss on the value of both publicity and advertising
01:43

William Tankersley

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William Tankersley on CBS Standards & Practices having issues with shows paying for commercial plugs
03:16
William Tankersley on CBS Standards & Practices' workings with early TV sponsors
03:05
William Tankersley on being promoted to Vice President of Program Practices at CBS and dealing with advertisers
02:10
William Tankersley on CBS Standards & Practices' problems with advertisers' competitive complaints and false advertising
05:43

Grant Tinker

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Grant Tinker on the development and sponsorship of The Dick Van Dyke Show
04:08

Ted Turner

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Ted Turner on finding advertisers for CNN
02:15

Jac Venza

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Jac Venza on sponsorship for Masterpiece Theatre and Great Performances
01:12

Bob Vila

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Bob Vila on his role being limited to host of This Old House as the show went on, and being forced out of the show after ten seasons; on the beginning of his association with Sears Craftsman Tools and starting Bob Vila's Home Again
05:12
Bob Vila on Bob Vila's Home Again and its middle class target audience; on the involvement of the sponsor (Sears Craftsman Tools) on the program
01:34
Bob Vila on Bob Vila's Home Again and its middle class target audience; on the involvement of the sponsor (Sears Craftsman Tools) on the program
01:34
Bob Vila on changing the title of Bob Vila's Home Again to Bob Vila after Sears pulled out as a sponsor
01:40
Bob Vila on changing the title of Bob Vila's Home Again to Bob Vila after Sears pulled out as a sponsor
01:40

John Wells

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John Wells on issues the ER producers had with some advertisers
04:47

Dick Wolf

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Dick Wolf on the then-future of advertising on television
03:41

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