In the early days of television in the 1940s, many people thought that US television programs would rely on the financial support of ad agencies and commercial sponsors, much like radio did. But advertisers hesitated to jump into a new space, particularly at a time when the manufacturing of new television sets was stalled due to the US’s involvement in World War II. Broadcasters, like the National Broadcasting Company (NBC), needed to persuade advertisers to support their programming despite not knowing whether there would be a robust television audience to begin with.