70 Years of Commercial TV Advertising History
70 Years of Commercial TV: A Deep Dive into Advertising History
When commercial television first hit the airwaves in the mid-1950s, it marked a turning point in media and advertising. For the UK, 1955 was the year ITV launched its very first advert for Gibbs SR toothpaste, introducing viewers not only to a product but to a new era of storytelling and brand building. Across the Atlantic, the United States had already seen sponsored programmes and brand-led broadcasts from the 1940s, making television the natural successor to radio. Seventy years later, the story of commercial TV advertising is a rich tapestry of cultural shifts, technological innovation and marketing milestones.
From the First Broadcasts to a National Audience
The earliest TV adverts were short and simple by today’s standards, but revolutionary for bringing brands into people’s homes with moving images. This immediately built trust between advertisers and audiences, transforming buying habits.
In the UK, ITV’s regional franchises shaped early advertising culture, allowing local and national brands to co-exist. In the US, sponsorship-heavy programming was common, giving brands both influence and visibility. Both markets demonstrated that television could sell products and lifestyles simultaneously.
The Golden Age of Television Advertising
The 1960s and 1970s are remembered as the golden age of TV advertising. Jingles, slogans, and memorable campaigns became cultural touchstones. US audiences recall Coca-Cola’s “I’d Like to Buy the World a Coke,” while UK viewers were captivated by Guinness’ “Good Things Come to Those Who Wait.”
Advertising also reflected society, shaping and mirroring fashion, politics and social values. Agencies and brands learned that creativity and storytelling were as important as the product itself. Click Tap Media archives highlight how programmatic and creative innovation began influencing advertising strategy in later decades.
Technological Breakthroughs and the Shift to Digital
By the 1980s and 1990s, colour television, satellite broadcasting and digital technology dramatically increased reach and targeting. Channel 4 in the UK opened new advertising opportunities, while cable in the US allowed brands to focus on niche audiences.
Today, television campaigns integrate seamlessly with digital initiatives. Brands combine programmatic TV advertising with out-of-home campaigns, using data-driven insights to optimize messaging. Transport-based campaigns such as metro advertising and bus advertising continue to complement TV, ensuring multi-channel visibility.
Why TV Advertising Still Matters
Even with the rise of streaming, TV advertising remains critical for reaching mass audiences and creating shared cultural moments. The Super Bowl in the US and festive campaigns in the UK demonstrate how television continues to unite viewers and build brand impact.
For brands, TV offers credibility, storytelling power, and mass reach. When paired with out-of-home advertising, it ensures campaigns resonate across multiple touchpoints, from living rooms to city streets.
Seventy Years and Beyond
Seventy years after the first commercial TV adverts aired, the medium continues to set benchmarks for creative excellence and audience engagement. Its adaptability ensures relevance in a multi-channel environment, complementing OOH International campaigns, transport media and digital formats. Brands that integrate TV with wider strategies gain both scale and narrative depth, keeping their messaging front of mind in an increasingly competitive landscape.
Celebrating Seven Decades of Influence
The 70-year journey of commercial TV illustrates the power of advertising to shape culture and connect with consumers. From the earliest broadcasts to cross-platform campaigns today, television remains central to advertising strategy. It stands as a reminder that innovation, storytelling and adaptability are the keys to lasting impact in both TV and wider media channels.