Everything about the first TV adverts

The first TV advert laid the foundation for an industry that would forever change how businesses communicate with their audiences. TV adverts are a cornerstone of modern media, shaping consumer habits and delivering entertainment across generations. But have you ever wondered how it all began?

We talk a lot about TV adverts, how to make them, how much they cost, and what advice you should follow… But do we truly know where TV commercials originated? Probably not, which is why we’re going to go through the uncharted waters of experimental ads in 1939 to the groundbreaking moments of colour TV in 1969. This article explores the fascinating history of television advertising.

The First TV Advert in History: USA, 1939

The journey of television advertising began experimentally in 1939, during a broadcast of a Brooklyn Dodgers baseball game on NBC in the USA. These trial commercials marked the first time a promotional content aired on television. However, they were not officially classified as advertisements, as the Federal Communications Commission (FCC) had not yet granted permission to charge for commercial airtime.

These early attempts were innovative but rudimentary. Without regulatory guidelines or established standards, they were largely seen as experimental content rather than the polished, persuasive marketing tools we know today.

The First Legal TV Advert: USA, 1941

Which brings us to the first officially recognised TV commercial in 1941. To talk about it, we must return to July 1st, 1941, in New York City. The WNBT (now WNBC channel four) broadcast an advert for the watchmaker Bulova, before a baseball game.

A watch with a face inside a black & white map of the United States, with the title “Bulova Watch Time”, could be seen in the 10-second commercial. “America runs on Bulova time”, said the voiceover at the end. But only a few thousand people are estimated to have witnessed the event.

But interestingly, it only cost $9, with $5 going to the station and $4 going to the airtime. However, given current inflation rates, we estimate its current cost to be around $182.39.

The First TV Advert in the UK: 1955

On 22 September 1955, a new era in British broadcasting began with ITV’s inaugural transmission. At precisely 7:15pm, Associated-Rediffusion, the franchise responsible for London’s weekday broadcasts, launched the United Kingdom’s first commercial television network. This momentous occasion marked the end of the BBC’s monopoly, offering British viewers an alternative for the first time.

The Context: Commercial Television in Britain

Before ITV, British television consisted solely of the BBC, offering limited programming without advertisements. However, the Television Act of 1954 introduced a revolutionary concept: commercial broadcasting. Overseen by the Independent Television Authority (ITA), this act paved the way for ITV and set strict requirements to ensure high-quality programming. These standards were implemented in response to widespread concerns that commercial television might prioritise profits over cultural value.

ITV’s launch wasn’t just about entertainment; it was about reassuring sceptical viewers that advertisements and quality programming could coexist. The first broadcast opened with a five-minute introductory film by Associated-Rediffusion, which explained the network’s mission and announced the arrival of choice in British television. The film was followed by a gala variety show live from London’s Guildhall, showcasing music, comedy, and drama. This prestigious event emphasised ITV’s commitment to high standards, setting the stage for a groundbreaking moment in television history.

The First TV Advert

At 8:12pm, less than an hour into the inaugural evening, British television saw its first-ever advert: a commercial for Gibbs SR toothpaste. This was no ordinary toothpaste—it was marketed as “the tingling fresh toothpaste that does your gums good”.

The advert featured visuals and a voiceover describing Gibbs SR’s unique selling points, and accompanied by a catchy jingle. While relatively simple by today’s standards, it introduced British audiences to a new form of media marketing, where moving images replaced static newspaper ads.

Interestingly, the choice of Gibbs SR as the first advert was entirely random. Unilever, the brand’s owner, had no particular desire to be first; they simply wanted to advertise on ITV’s launch day. Yet, by a twist of fate, this advert became a historic milestone.

The Legacy

Despite initial scepticism, the introduction of commercial television proved successful. Gibbs SR toothpaste enjoyed a positive effect on sales, demonstrating the power of television as an advertising medium. ITV’s programming also proved that advertisements and quality content could coexist, laying the groundwork for future commercial networks.

First UK Colour TV Advert, 1969

On November 15, 1969, the UK witnessed a groundbreaking moment in television history: its very first colour TV commercial.

This iconic advert, aired during an episode of Thunderbirds, showcased Bird’s Eye Garden Peas and marked a turning point in the way audiences experienced advertising. The slot reportedly cost £23 at the time (equivalent to around £338 today when adjusted for inflation).

The advert itself was a simple yet vivid promotion of Bird’s Eye’s peas, which had already become a household staple by this time. The choice of peas was apt—they were one of the first products to benefit from the company’s innovative freezing techniques, which helped preserve their colour, taste, and texture.

This quality aligned perfectly with the allure of colour television, which brought these qualities vividly to life for viewers. Despite the excitement, most people still viewed the advert in B&W, as colour TVs were a luxury that only a small percentage of British households could afford back in 1969.

However, the debut of colour TV ads marked the beginning of a different type of broadcasting and advertising. By the early 1970s, as colour TVs became more accessible, the advertising industry adapted quickly, creating visually stunning commercials that captivated audiences in ways monochrome ads never could.

This shift not only elevated the advertising landscape but also profoundly influenced consumer culture. Brands began to leverage the emotional and visual power of colour to establish stronger connections with viewers. Bird’s Eye, already known for its innovative approach to frozen foods, reinforced its brand leadership with this historic ad, setting a precedent for creative and memorable marketing campaigns.

The first TV adverts were more than just promotional content; they were pioneers and laid the groundwork for an entirely new way of communication. While the earliest ads lacked the production value and reach of modern commercials, they showed how television could combine visuals, sound, and messaging in a way that no other medium could.

From these modest beginnings, television advertising evolved rapidly, adapting to technological advancements and cultural shifts. By the late 20th century, it had become a powerful tool for businesses and a fixture of popular culture. From simple black-and-white ads to modern productions, each milestone reflects a shift in technology and society.

We hope you have found this blog interesting. Thank you very much for taking the time to read it,

Marta.

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