Old Time Radio Commercials

In the United States, broadcasting and paying for it took a different form than in countries where radio was a State-sponsored activity. In both cases, programs had to be entertaining or listeners would not bother to tune in. State-sponsored radio had an advantage because the government would always pay the bills. In America, the mission of broadcasters was simple: make a profit.

This is not as callous a business model as it might seem; to be profitable, commercial radio stations had to provide more entertaining content than their competitors. The best entertainers wanted to work where they would make the most money, and sponsors wanted to put their money where their message would get the greatest exposure. Although radio might seem like free entertainment for listeners, the price they pay is having to listen to the sponsor's' message, often in the form of commercials.

In the business model of the early networks, blocks of time were sold to sponsors, usually in quarter-hour, half-hour, and full-hour blocks. It was up to the sponsors to fill these blocks with programming (although the network would have the final say as to what went over the air), which is why so many popular OTR programs are remembered by their sponsor's name, such as The Johnson Wax Program with Fibber McGee and Molly, The Camel Caravan, or The Lux Radio Theatre.

This business model left a lot of air time that was not bringing in a profit, so broadcasters began promoting "spot advertisements" or Commercials. A radio commercial is roughly analogous to a partial-page advertisement printed in a newspaper or magazine. Like a print ad, the radio commercial had to get the advertiser's message across and to do that it had to get the audience's attention. In the case of radio commercials that did not have a visual element, this meant that the commercial had to be even more entertaining than the normal programming.

TV commercials are often perceived as a break in the programing to allow viewers to take a bathroom break and, even though they have pictures to convey the advertiser's message, they are often 'tuned out' by the viewers they are trying to reach. Radio listeners are often doing something else while listening to their favorite programs. Examples would include commuters listening to a DriveTime disk jockey or a housewife crying through her housework with her favorite soap opera playing.

Catchy jingles and creative mental pictures helped to produce "brand recognition". The housewife at the market would spot a package on the shelf and her brain would click to "make JELL-O for your family, Yum, Yum, Yum" or "Nabisco, N-A-B-I-S-C-O, it's the name to know!" As soon as the product went into her basket, the radio commercial's mission was a success.

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Old commercials know how to solve all our problems. If the man you married didn't turn out to be the man you thought he was, get him some Arid Deodorant (it also safeguards friendships). Having trouble finding the perfect Christmas gift? "Give Fatima, they're extra mild." Want a complexion like Joan Blondell? Buy Lux Facial Soap, and use it daily - it will make your skin softer, smoother.

Listening to these catchy happy jingles and vintage sales pitches makes Bob Hope's day brighter, and they can do it for you too! So why don't you pick up a copy of your own today? (doo-doo-waaaaaahh!)

See also Commercials for Movies Collection, Radio Jingles, My Hometown, Introductions and Theme Music, and Public Service Announcements.