The Wild Ride of TV Ads From the First Spot Ever to Today’s Connected TV Revolution

Television advertising has undergone a remarkable transformation since the first ad aired over 75 years ago. What began as a simple announcement has blossomed into a multi-billion dollar industry which in 2025 has come to merge creativity with technology, all of which is being fed by the seemingly unstoppable progress of artificial intelligence.

Today, we'll explore how television ads have evolved and what the future holds, especially with the rise of Connected TV (CTV) advertising.

The Dawn of Television Advertising

The first-ever television advertisement aired on July 1, 1941, during a baseball game between the Brooklyn Dodgers and the Philadelphia Phillies. It lasted only 10 seconds and promoted Bulova watches, concluding with the memorable tagline, "America runs

on Bulova time." This moment marked the start of a new era in which businesses could directly speak to consumers in their homes.

In those early days, ads were concise and straightforward. Advertisers relied on clear visuals and narration to grab attention, as there were no advanced marketing tools to inform their strategies. Yet, the potential for engaging storytelling was apparent from the outset. Consider how this first ad paved the way for today’s complex and captivating advertising landscape.

The Golden Age of Television Ads

The 1950s and 1960s are regarded as the golden age of television ads. During this time, TV ownership soared in American households, and brands started recognizing the power of storytelling. With more than 90% of U.S. homes owning a TV by the late 1960s, creativity flourished. Advertisers used humor, drama, and emotion to captivate viewers.

Iconic ads like the "Tested by Montgomery Ward" and the "I Love Lucy" sponsorship segments became embedded in American culture. Advertisers began to craft longer formats, allowing for deeper narratives that resonated with audiences. This era laid a solid foundation for modern advertising practices, highlighting the significance of engaging the viewer.

The Introduction of Color and Special Effects

As technology progressed, so did television advertising. The transition from black-and-white broadcasts to color in the 1960s dramatically changed how products were presented. Color provided a new visual layer that helped brands stand out in a saturated market.

Furthermore, innovative techniques and special effects enabled companies to launch extravagant campaigns. The "Have a break, have a Kit Kat" campaign utilized a catchy jingle that became a cultural touchstone, demonstrating how memorable advertising boosts product visibility and strengthens consumer loyalty.

The Era of Targeted Advertising

In the 1980s, advertising techniques became more sophisticated with the discovery of demographic data. This allowed brands to strategically target their audiences. Cable television gained popularity and introduced niche channels tailored to specific interests.

Advertisers began crafting campaigns aimed at specific demographics. The appearance of celebrities like Michael Jordan and Madonna in ads showcased the ability of celebrity culture to influence consumer decisions. For example, a study found that celebrity endorsements can increase sales by up to 20%, providing brands with a strategic mechanism for embracing aspirational lifestyles.

The Rise of Infomercials and Late-Night Ads

The 1990s saw the boom of infomercials, effectively long-form ads that aired mainly during late-night programming. This era introduced the concept of direct-response advertising, prompting viewers to call in and purchase products immediately. Brands

like Proactiv and the "Set It and Forget It" rotisserie cooker became household names through this format. The personal touch and relatable nature of infomercials resonated strongly with viewers, leading to a surge in niche advertising targeted at specific audiences and interests.

The Digital Revolution Begins

The late 1990s and early 2000s brought a digital revolution that radically changed advertising. TV ads began to integrate digital marketing elements, such as using online platforms alongside traditional commercials. Interactive display ads encouraged viewer participation, fostering engagement with brands.

DVR technology transformed viewing habits. With the ability to skip commercials, advertisers faced the challenge of creating compelling ads that would hold viewers' attention. Consequently, brands focused on storytelling and imaginative visuals, recognizing that valuable ad time must capture interest quickly.

The Connected TV Advertising Boom

Today, we find ourselves in the age of Connected TV (CTV) advertising. As smart TVs and streaming devices overtake more traditional means of living room entertainment, advertisers have an unprecedented chance to reach and communicate with audiences in ways which were not even imaginable before now. CTV combines traditional television with digital capabilities, enabling targeted advertising using real-time data and a level of dynamic creative production - facilitated by Artificial Intelligence - which has allowed brands to catch up with consumer expectations and turn what was once a passive, awareness based medium into a true performance destination.

The strength of CTV lies in its ability to personalize ads, analyze viewer behavior, and measure engagement more effectively. Over 80% of U.S. households now have access to smart TVs, changing how advertisers approach target demographics.

For more on the history of Smart TV's and Connected TV - click here.

The Future of TV Advertising

As we look forward, the future of television advertising holds exciting possibilities. Technology will likely continue to shape how brands connect with consumers, with the emergence of AI, virtual reality (VR) and augmented reality (AR) waiting in the wings for us to transform engagement.

Furthermore, the increasing focus on sustainability will impact advertising strategies. Brands will need to consider their environmental footprint and prioritize ethical messaging. Transparency and authenticity will become essential as consumer values evolve, making it vital for advertisers to stay aligned with their audience's expectations.

Reflecting on the Evolution of Advertising

From the first Bulova ad in 1941 to the dynamic world of CTV advertising and the creative solutions it allows marketers to capitalize on, TV ads have undergone an extraordinary transformation. This journey mirrors the changing landscape of consumer culture, technological advancements and societal values. As brands adapt, the future appears bright - with endless opportunities for creativity, engagement, and innovation.

Here’s to the next chapter in television advertising, where imagination flourishes and the connection between brands and viewers strengthens with every new innovation.

If you find this topic interesting and would like to know more, you can schedule a consultation with one of Origin's CTV specialists by clicking here.

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ABOUT ORIGIN 

Origin is an award winning provider of creative solutions and services for media buyers, creative teams and brands who want to transform conventional CTV ad creatives into powerful, personal and provocative advertising experiences.

With unparalleled creative capabilities and proprietary ad serving technology, Origin’s unique suite of dynamic ad overlays and native CTV ad extensions allows advertisers to engage distracted audiences and achieve the results they need.

Founded by media veterans Stephen Strong and Fred Godfrey, Origin is driven by the belief that winning viewers today requires breaking free from how it was done yesterday.

Learn more at: originmedia.tv