How did the quiz show scandals of the 1950s affect the relationship between advertisers and the networks? Is the relationship between advertisers and the networks different or the same today?

Prior to the quiz show scandals of the 50s the textbook Media/Impact reports that one-quarter to one-third of network programs were of the game show variety.  This was a lucrative offer because advertisers were supplying all of the prizes and ratings were extremely high.  This meant high viewership and revenue for the stations.

After the quiz show scandals the networks turned to other sources for programming.  Eventually the prospering quiz shows represented only 3% of all programming and even then was produced by independent sources.  Ultimately the quiz shows faded from television all together. 

 Prior to the scandal the advertisers put pressure on the networks to deliver an entertaining show that would be compelling to the audience.  This would help keep viewership and keep the sponsor’s products selling.  The network would continue to enjoy increased revenue as well.

The quiz and game shows came back in the 80’s.  The close relationships were not there.  Instead game shows had many sponsors providing a variety of different prizes.  The close bonds were severed out of ethical necessity.  The entertainment value of the programming cannot come with the pressure of cheating at a game.