Advertising and Sponsorship

The Academy of Television Arts & Sciences Foundation Presents

02:26

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About

“We did get notes from the sponsors and were given certain restrictions as to the type of subject matter to do.” - John Frankenheimer, Director

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

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

Charlie Andrews on the role of ad agencies in early television

00:50

Paris Barclay

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

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

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

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

01:25

Walter Bernstein

Walter Bernstein on sponsor involvement on Danger

00:12

Walter Bernstein on sponsor involvement on Danger during the Blacklist

01:51

David Brinkley

David Brinkley on becoming a spokesman for Archer Daniels Midland

01:31

Mark Burnett

Mark Burnett on sponsorship and advertising on Survivor

04:21

Steve Carlin

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

05:36

Norman Lear with Emerson College

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

Hugh Downs on the role of advertisers on The Tonight Show

00:34

Rebecca Eaton

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

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

Ruth Duskin Feldman on the sponsors of Quiz Kids

01:24

Ray Forrest

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

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

01:27

Albert Freedman

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

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

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

Lewis Gomavitz on getting into advertising

02:35

Donald Hall

Donald Hall on Hallmark's television commercials

04:16

Robert Halmi, Sr.

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

Marilu Henner on doing commercials early in her career

02:24

Arthur Hiller

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

01:47

Silvio Horta

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

02:10

Stanley Hubbard

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

Eddie Kean

Eddie Kean on the heavy merchandizing and sponsorship of Howdy Doody

03:25

Hal Linden

Hal Linden on doing voiceover for commercials and looping foreign films

09:26

Art Linkletter

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

04:07

Stewart MacGregory

Stewart MacGregory on live commercials for Kraft Television Theatre

03:32

John A. Martinelli

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

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

Millie Moore on advice to an aspiring editor

02:58

Bill Mumy

Bill Mumy on doing commercials

02:05

Thomas Murphy

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

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

01:42

Ward Quaal

Ward Quaal on advertising clutter

02:15

Lee Rich

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

03:18

Marlene Sanders

Marlene Sanders on the sponsor of WABD-TV news

Ted Sarandos

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

01:46

Edgar J. Scherick

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

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

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

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

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

02:19

Esther Shapiro

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

02:19

Cybill Shepherd

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

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

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

Jaclyn Smith on being a "Breck Girl" and appearing on McCloud

02:24

John Strauss

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

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

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

04:08

Ted Turner

Ted Turner on finding advertisers for CNN

02:15

Jac Venza

Jac Venza on sponsorship for Masterpiece Theatre and Great Performances

01:12

Bob Vila

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

John Wells on issues the ER producers had with some advertisers

04:47

Dick Wolf

Dick Wolf on the then-future of advertising on television

03:41

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