At the beginning of the 20th century in the United States are being placed advertisements on wooden boards, designed for drivers as a target audience. That's how billboards appeared. For many centuries, the main goal of outdoor advertising remains the same — to attract attention. But the means are changing, some are going to the past, others are replacing them and dominating the market.
In the USA, on November 2, 1920, in the city of Pittsburgh, PN, the first sound advertisement went on the air. Almost immediately it was noticed that the effectiveness of advertising exposure depends on the rating of the program, during which it is broadcasted. In the 1930s, radio series or "soap operas" (later television series) were very popular. These are long sentimental stories that were daily broadcast in small parts. They received their name from the first sponsors — manufacturers of detergents. On January 27, 1931, the debut of the program was released, with which the Colgate-Palmolive-Peet Company promoted its Super Suds soap.
In 1923, an advertisement for Procter and Gamble sounded on the radio in one of the culinary shows. And in 1933, NBC Radio launched the television series, "Ma Perkins". American housewives have immediately fallen in love with it. The show was sponsored by the washing powder "Oxydol" (its advertisement was regularly broadcasted). Its manufacturer was the company "Procter and Gamble". Soon it began to sponsor other series as well. And it is precisely because of this combination of detergent and long radio series the concept of a "soap opera" was coined. Later the "soap operas" moved to the TV screens.