From the March 9, 1960, edition of Variety


Phil Silvers starred in this comedy set against the backdrop of an Army unit. He played the irascible Sgt. Bilko, who was always getting in and out of scrapes with his men.

When “The Phil Silvers Show” went into syndication, the title was changed to “Sgt. Bilko”. Back then, there was concern that the exposure in syndication would hurt the first-run audience for new episodes, so networks insisted that studios come up with new titles for their rerun packages.

https://variety.com/gallery/tv-ads-rare-variety-star-trek-freaks-and-geeks-sopranos-dawsons-creek-west-wing/bilko/