The Surprising History of the First Television Commercial

The Early Spark: Science Fiction Becomes Scientific Fact

Before anyone thought of buying soap or cereal because of something they saw on a glowing screen, television was a scientific curiosity. At the dawn of the 20th century, inventors in Britain, Germany, Russia, and the United States raced to turn the fantasy of “wireless pictures” into a viable form of communication. Key figures like John Logie Baird in the UK and Philo Farnsworth in the U.S. were developing competing systems—mechanical versus electronic scanning methods. The mechanical route used spinning disks and flickering images; electronic systems, by contrast, used cathode-ray tubes (CRTs), paving the way for clearer, faster images. But while scientists and engineers battled over formats and patents, another storm was brewing: the commercialization of this medium.

The Radio Connection: Marketing Gets a New Frontier

To understand how TV advertising was born, we need to look at radio. In the 1920s and 1930s, radio was the dominant home entertainment medium, and it had already become a powerful advertising platform. Companies sponsored entire shows—the “soap operas” of the day were literally named for soap manufacturers. Radio proved that advertising through audio could boost product awareness and brand loyalty in ways print could never match. Television, with its visual component, promised an even greater impact. But before that dream could be realized, there had to be enough televisions to watch—an obstacle not easily overcome during the Great Depression and World War II.

The 1941 Breakthrough: A Historic First in Living Rooms

On July 1, 1941, at exactly 2:29 p.m., something incredible happened. As viewers in the New York area tuned into WNBT (now known as WNBC, Channel 4), they didn’t just see test patterns or government-mandated broadcasts—they saw history being made. The world’s first legal television commercial aired.

The sponsor? Bulova Watches. The content? Simple, almost comically so: a static image of a clock overlayed on the map of the United States, accompanied by a voiceover that said, “America runs on Bulova time.”

This ten-second ad cost Bulova just $9 ($4 for airtime and $5 for station charges), but its significance was priceless. This moment marked the official beginning of the television advertising industry, with legal authorization from the Federal Communications Commission (FCC), which had just begun issuing commercial broadcast licenses that very morning.

Why Bulova? Timing Was Everything

Why would a watch company be the first to advertise on TV? The answer lies in both strategic foresight and a bit of luck. Bulova had already seen tremendous success with radio advertising. In fact, they were among the first to use timed chimes and catchphrases (“At the tone, it’s 8 o’clock, Bulova Watch Time!”) to brand their products in the minds of American consumers. Their move into television was a logical next step. More importantly, it revealed something modern marketers still value: the advantage of being first. That $9 investment gave Bulova a place in the annals of media history, often cited in marketing textbooks and advertising lore.

What Did Viewers Think? The Audience of a Few Hundred

It’s important to remember that on the day of this groundbreaking commercial, there were only about 4,000 to 5,000 televisions in the entire United States—most located in or near New York City. The audience for Bulova’s ad was minuscule by today’s standards, probably a few hundred people at most. Yet those early viewers were mostly affluent, early adopters—precisely the kind of consumers Bulova wanted to impress. In many ways, this mirrors how advertising operates today: targeting niche, influential audiences through new media platforms like streaming or social apps before mass adoption occurs.

The Technology Behind the Ad: Analog Dreams

The equipment used to broadcast that first ad was clunky by modern standards. WNBT was using RCA’s experimental equipment that had been repurposed for commercial broadcasting. There were no editing tools, no fancy graphics, and certainly no digital effects. The ad consisted of a test slide—a still image—and a live microphone for voiceover. Despite its rudimentary nature, the ad represented an incredible technological milestone: the synchronization of image and sound broadcast to the public for commercial purposes. This moment established a new language for advertising—one that combined motion, voice, and visuals for the first time.

Television Expands: From Experiment to Empire

Following the war, television sets began to proliferate throughout American households, and with them came the rise of network programming. The 1950s saw an explosion of televised content—and, inevitably, commercials. Advertisers moved quickly to capitalize on this new market.

Companies began hiring Hollywood directors and professional actors to appear in short commercials aired during popular shows. These weren’t just ads; they were mini-productions, sometimes more memorable than the programs themselves. The era of jingles, mascots, and catchphrases had begun.

The influence of that first Bulova commercial could be seen everywhere: in the framing of product close-ups, in the timing of delivery, and in the confidence brands placed in a visual sales pitch.

Regulation Arrives: Balancing Profit and Public Interest

As television advertising grew, so did concerns over its influence. The FCC and other agencies began regulating the kinds of claims companies could make. Children’s programming, in particular, faced heavy scrutiny due to its vulnerability to persuasive messaging. In the 1960s and 70s, commercials became both cultural touchstones and battlegrounds for truth in advertising. Political ads also made their television debut, turning the medium into a powerful tool for shaping public opinion—again, all tracing its roots back to a ten-second clock overlay.

The Global Ripple Effect

America’s success with television commercials quickly spread to other countries. The UK’s first legal commercial aired in 1955 for Gibbs SR Toothpaste. Japan, France, Brazil, and Australia all followed suit, adapting the American model to local markets and languages. What’s remarkable is how the original DNA of that first Bulova spot—simple branding, repetition, and timing—remained relevant across cultures. The universal appeal of motion and sound, combined with commercial messaging, created a new global language of consumer persuasion.

Modern Reflections: Streaming, Skipping, and Surviving

Today, television advertising faces new challenges. With the rise of streaming services, DVRs, and ad-blockers, the 30-second spot is under more pressure than ever. Viewers now expect on-demand content without interruptions, and advertisers must adapt through embedded sponsorships, product placements, and even influencer marketing. Still, the fundamental goal remains unchanged: connect a product with a person in a compelling way. Whether it’s a TikTok unboxing video or a Super Bowl commercial, it’s the same impulse that motivated Bulova to take a chance on TV in 1941.

Cultural Impact: Ads That Defined Eras

Looking back, it’s clear that television commercials have done more than sell products. They’ve defined cultural eras. From “I’d like to buy the world a Coke” to “Where’s the beef?” and “Think Different,” commercials have become part of our collective memory. They’ve influenced fashion, language, and even politics.

And to think, it all started with a $9 budget, a still image, and a voiceover.

A Legacy That Keeps on Ticking

The story of the first television commercial is more than just trivia—it’s a window into how innovation, commerce, and culture intersect. That simple Bulova ad wasn’t just a watch company promoting its product. It was the beginning of a new chapter in media history—one where entertainment and enterprise became forever intertwined.

In the decades since, the format, platform, and style of commercials have changed dramatically, but the underlying principle remains timeless: television, in any form, is a powerful stage. And just like time itself, the value of seizing that stage is eternal.

As long as screens flicker on, and as long as time matters, that first commercial will keep ticking in the background of broadcast history—a quiet but profound reminder of how one small ad launched a billion-dollar industry.