In 1957 ABC was using the soft sell approach to get people to advertise.  A year later, the spiel has a hard edge:  you'd be an idiot to advertise elsewhere, it seems to shout.

So what changed?  Bizarrely, it is ITV's profitability that marks the change.  BET and ABPC, the parents of AR and ABC respectively, had been subsidising their TV operations for several years.  The ITA contractors had lost money hand over fist for their first years on air, threatening the parent companies with bankruptcy.  But then, suddenly, Independent Television caught on with the public.  The new affluence - Macmillan's 'you've never had it so good' - suddenly turned Britons into a consumerist nation.  They bought television sets, and the advertisers realised that television would be something they could use constructively, rather than an expensive experiment to be dipped in and out of.

This means television soon became a cutthroat business.  The ITA contractors, previously huddled together for protection, now turned on one another as they fought for the new found riches.