timeline2

1969
The U.S. Supreme Court applies the Fairness Doctrine to cigarettes--granting anti-smoking forces "equal time" on the air to reply to tobacco commercials.
That same year, the FCC issues a Notice of Proposed Rulemaking to ban cigarette ads on TV and radio.
As Congress debates the issue, tobacco companies and certain members of the Senate hold discussions in which cigarette advertisers, in order to drive off controls on the sale of cigarettes, agree to stop advertising them in the air.

1970
Action for Children's Television petitions the FCC to eliminate all commercials from children's TV programs, citing a variety of shortcomings in terms of quality and regulation of advertising. The petition fueled existing debate within the industry about advertising and children.

1971
The transition from 60-seconds to 30-seconds as the standard length for commercials takes hold. The change began in the 1960s with the controversial practice of "piggybacking," or putting messages for two related products from one company into the same one minute commercial. The networks cast aside concerns about corporate relationships and began selling 30-second units.

As of January 2nd, the 1970 congressional ban on radio and TV cigarette advertising takes effect, stripping the broadcast business of about $220 million in advertising.

1972
In response to growing concern over TV's effect on children, NAB and the networks agree to reduce commercial time in children's weekend fare from 16 minutes and hour to 12 minutes an hour (effective January 1, 1973). Revisions in the code do away with "tie-ins," the mention of products in a program context, and with the use of program hosts or cartoon charaters as the commercial pitchman.

1974
NAB adds additional curbs to ads to children, with a new policy limiting non-program material in weekend children's fare to 10 minutes hourly, effective January 1, 1975

1975
KNTV, San Jose, California, becomes the first U.S. station to run a TV commercial for Trojan Condoms. The spot ran, despite a NAB code that banned commercials for contraceptives.

A study by the Council on Children, Media, and Merchandising reveals that approximately 50% of ads in childrens' programming from 1965 to 1975 were for food, primarily sugared cereals, cookies, candies and soft drinks; 30% were for toys.

1984
During the third quarter of the Super Bowl, Apple Computer introduces the Macintosh computer with a 60-second Orwellian epic called "1984," created by Chiat/Day. The spot, which cost $400,000 to produce and $500,000 to broadcast in it's single national paid airing, lauches a new computer technology, turns the Super Bowl into a major ad event and begins an era of advertising as news.

1986
California Raisin Advisory Board introduces a hit commercial featuring dancing, singing, sneaker-clad raisins via new animation technology called Claymation. It was done by Foote, Cone & Belding's San Francisco office and Claymation editor Will Vinton.

1987
In January, San Francisco station KRON-TV becomes the first major market TV station in the U.S. to air a condom commercial.

Playtex International makes history in May when networks begin airing its commercials showing women wearing bras.

1991
Coca-Cola Co. promises its sponsorship of the 1992 Olympics telecasts will be its ever and takes steps to prevent Pepsi-Cola Co. from so-called "ambushing" its Olympic marketing efforts. Pepsi runs spots starring basketball great Magic Johnson as a spokesman, before the Olympics start.

Infomercials become a hot ad medium. National Infomercial Marketing Association estimates infomercials generate sales of $750 million, more then double their revenues of 1988.

1993
By the start of the year 98% of U.S households own at least one TV set, 64% have two or more sets.