First radio soap sponsored by P&G - Sitcoms Online Message Boards

KurtfromPitts · 12-21-2009, 03:38 PM

What was the first RADIO soap sponsored by Procter & Gamble, beginning the company's long association with that genre?

TV Knowledge Fan · 12-22-2009, 03:21 AM

...Procter & Gamble's first sponsored network radio soap opera was NBC's "MA PERKINS" (the kindly old lady who always found herself involved with eveyone's problems), in 1933, for Oxydol detergent [produced by Frank & Anne Hummert, who were responsible for dozens of radio soaps for over 20 years]. Their sponsorship became so identified with the program that the title was often announced as "OXYDOL'S OWN MA PERKINS" by the mid-'40s....and it was carried by two networks, NBC and CBS, between 1942 and 1949 (at different times). P&G dropped their exclusive sponsorship in 1956 to concentrate on their TV soaps, but Ma Perkins continued for various advertisers until all radio soaps were forced off CBS' daytime schedule in November 1960.

P&G also sponsored a daily 15 minute show from 1932 through '45 (for Crisco, and later, Oxydol, towards the end of its run; again, on NBC and CBS) that, technically, wasn't a "soap opera"; it was really a daily humorous vignette of a family living in a small Illinois town- Paul Rhymer's legendary "VIC & SADE".

Coffeecup · 12-24-2009, 09:50 PM

Boy it brings back memories although I wasn't there. Ma Perkins was probably a program my grandmother listened to. Oxydol do they still may dish washing liquid? Tv Fan you sure have knowledge.

12-21-2009, 03:38 PM	#1
KurtfromPitts Member Senior Member Join Date: Feb 10, 2006 Location: Carnegie PA Posts: 1,531	First radio soap sponsored by P&G What was the first RADIO soap sponsored by Procter & Gamble, beginning the company's long association with that genre?

12-22-2009, 03:21 AM	#2
TV Knowledge Fan Member Senior Member Join Date: Mar 29, 2006 Location: Long Branch, N.J. Posts: 2,577	According to most sources... ...Procter & Gamble's first sponsored network radio soap opera was NBC's "MA PERKINS" (the kindly old lady who always found herself involved with eveyone's problems), in 1933, for Oxydol detergent [produced by Frank & Anne Hummert, who were responsible for dozens of radio soaps for over 20 years]. Their sponsorship became so identified with the program that the title was often announced as "OXYDOL'S OWN MA PERKINS" by the mid-'40s....and it was carried by two networks, NBC and CBS, between 1942 and 1949 (at different times). P&G dropped their exclusive sponsorship in 1956 to concentrate on their TV soaps, but Ma Perkins continued for various advertisers until all radio soaps were forced off CBS' daytime schedule in November 1960. P&G also sponsored a daily 15 minute show from 1932 through '45 (for Crisco, and later, Oxydol, towards the end of its run; again, on NBC and CBS) that, technically, wasn't a "soap opera"; it was really a daily humorous vignette of a family living in a small Illinois town- Paul Rhymer's legendary "VIC & SADE".

12-24-2009, 09:50 PM	#3
Coffeecup coffeecup. Forum 3000 Club Member Join Date: Jan 17, 2003 Location: snoozeville Posts: 3,179	Boy it brings back memories although I wasn't there. Ma Perkins was probably a program my grandmother listened to. Oxydol do they still may dish washing liquid? Tv Fan you sure have knowledge.