On July 4, 1941 the Brooklyn Dodgers took on the Philadelphia Phillies at home in Ebbets Field, a game that was broadcast on local television station WNBT. Though only about 1% of US homes had a television at the time, maybe as many as four thousand households tuned in. It was probably less than that, but just before the game started, those watching also got to see a ten second advertisement for the Bulova Watch Company.
Remembered as the first ever television commercial, it cost less than ten dollars to create, somewhere in the neighborhood of $70-$160 in 2021 dollars. I have no idea what the return on investment for this commercial was, but given that the same company produced the first radio spot advertisement in 1926 and in 1931 engaged in the watch industry’s first million-dollar advertising campaign through its retail partners, I think it’s a safe bet that Bulova thought it was money well spent. That might be especially true since we’re still talking about it eighty years later.
And it seems like a particularly reasonable price tag when you consider that the bidding for a 30-second commercial time slot for this weekend’s Super Bowl 55 began at 5.6 million dollars. Of course, commercial slots aren’t always quite that expensive. When that one pirate-themed team with the quarterback who cheats takes on the Great State of Missouri’s one and only professional football team which just happens to be the reigning champion, more than 100 million people are expected to be watching.
As much as it might sound like I do, I don’t really have a dog in this fight. I tried for a while because my husband enjoys watching the sport, but I’ve never much cared for American football. Now more and more it just feels like I’m watching repeated brain trauma.
So, like an estimated 37 million of my closest friends, I will tune into the commercials and use the football breaks to go to the bathroom, enjoy some snacks, or perhaps read a book. I am reading a really good one right now. I will root for the best commercials, those that stick with me because they made me laugh, or cry, or admire their cleverness.
I don’t really have a dog in that fight either because I couldn’t quite swing the $5.6 million. A while back I did spend exactly zero dollars of 1941 currency to produce two book trailers that I have now posted (for the bargain price of zero dollars in 2021 currency) here on my blog where nearly 5,000 followers could potentially see them. It will probably be somewhat less than that and they aren’t exactly Super Bowl quality, but who knows? Maybe people will still be talking about them eighty years from now.