The Ed Sullivan Show
"The Ed Sullivan Show," originally titled "Toast of the Town," premiered on CBS in 1948 and became a television staple until its conclusion in 1971. Hosted by Ed Sullivan, the program was notable for its variety format, showcasing a wide array of entertainment including music, comedy, dance, and theatrical performances, effectively attracting an audience of thirty to forty million viewers weekly during its peak. Sullivan, known for his awkward on-camera presence, was a skilled producer who adeptly selected acts that resonated with American viewers, featuring both renowned celebrities and emerging talents. The show played a significant role in introducing diverse artists, including many African American entertainers, to mainstream audiences.
While the 1960s brought challenges, including declining ratings and changes in production leadership, the show adapted by refreshing its format and talent lineup. One of its most historic moments occurred on February 9, 1964, when The Beatles made their American television debut, achieving monumental viewing figures. Despite its eventual decline in popularity, The Ed Sullivan Show left a lasting impact on American television by offering a unique blend of entertainment that reflected and shaped cultural trends of its time.
The Ed Sullivan Show
Produced 1948-1971
Producer Ed Sullivan
A weekly hourlong prime-time live television variety show hosted for more than two decades by former newspaper columnist Ed Sullivan. The popular program featured a wide range of new talent and established performers who appealed to a large national television audience.
Key Figures
Ed Sullivan (1901-1974), television variety show producer and host
The Work
Premiering on the Columbia Broadcasting System (CBS) in 1948 as Toast of the Town, the program became known as The Ed Sullivan Show in 1955. Sullivan and the program, which ended in 1971, received numerous awards and honors from the media industry. Sunday night television during the 1950’s and 1960’s was largely dominated by The Ed Sullivan Show. Although tremendously successful, Sullivan’s on-camera presence was always visibly awkward. Critics and friends referred to him as “Stone Face” because he seldom smiled or expressed much emotion. Comedians Jack Carter and John Byner’s on-air parodies of Sullivan became audience favorites.
Sullivan lacked stage presence and any performing talent, but he possessed one significant attribute that contributed to his lasting success he was an adept producer. He always understood what the audience liked, and because he controlled the show, he delivered quality entertainment that consistently attracted American viewers. As producer, Sullivan selected the acts, beginning with the first Toast of the Town show featuring, among others, Dean Martin, Jerry Lewis, Richard Rodgers, and Oscar Hammerstein. He organized the show around well-known artists and personalities such as Maurice Chevalier, Carl Sandburg, Bing Crosby, Victor Borge, Gloria Swanson, Fred Astaire, Marilyn Monroe, and Elvis Presley and also invited lesser-known acts.
The 1960’s included some changes and challenges for The Ed Sullivan Show. The program experienced a viewership decline beginning with the 1960-1961 season. Suddenly, a show accustomed to winning its time period each week was dropping behind in its ratings. The program tallied a 38.4 seasonal average rating in 1956-1957, then tumbled to a 25 rating by 1960-1961 and only 23.5 the following season. Low ratings prompted Sullivan to replace his longtime coproducer, Marlo Lewis, in 1960. To provide new direction and a ratings increase, Sullivan selected his son-in-law, Bob Precht, as coproducer. Amid controversy, Precht immediately changed the 1950’s on-air appearance of the program by introducing innovative set design and improved production techniques.
Precht’s vision of change encompassed an additional refinement involving the delicate transition of authority between himself and Sullivan. Precht became the show’s producer and gained responsibility for choosing who appeared on The Ed Sullivan Show. A change in talent booking was necessary to avoid talent overexposure, introduce new talent, and compete with other variety shows in an attempt to revive sagging audience ratings. Audience measurements improved for the 1962-1963 season. Among the top twenty-five shows, Sullivan’s show ranked fourteenth and had a seasonal average rating of 25.3. Although the program reached eighth place and a 27.5 average rating during the 1963-1964 season, it never attained better placement or higher seasonal ratings. By the end of the decade, the show had fallen out of the top twenty-five.
The United States’ obsession with race relations in the 1960’s contributed to the loss of Sullivan’s program sponsor. Numerous African American artists, including Louis Armstrong, Pearl Bailey, Duke Ellington, Ella Fitzgerald, and Diana Ross, appeared regularly on Sullivan’s show. The 1960-1961 season opened without longtime sponsor Lincoln-Mercury. The automaker withdrew advertising support in part because of escalating costs and growing dealership concern about Sullivan’s embracing of African American entertainers.
British rock musicians, including the Rolling Stones and the Dave Clark Five, appeared on the Sullivan show to gain American exposure. In 1964, The Ed Sullivan Show made television history by posting a phenomenal 44.6 rating, making it among the top-rated programs of all time. The Beatles’ appearance on February 9 reached a viewing audience of recordbreaking size.
Impact
The concept of a prime-time network television show that was part circus and part vaudeville and featured a shy, bumbling host seems incredible, especially in terms of audience receptivity and on-air longevity. That such a program could attract thirty to forty million viewers each week for more than twenty years demonstrates that The Ed Sullivan Show truly gave Americans what they wanted to see.
This successful program exposed Americans to a galaxy of talent and culture not readily available in the 1960’s. A typical telecast might have featured opera, dance, comedy, music, dramatic readings, puppets, animals, heroes, and celebrities. Entertainers from throughout the world made their debut on The Ed Sullivan Show. Prominent stars appeared to promote their latest efforts and lesser-known talents sought national exposure that might launch their careers.
Additional Information
An excellent book about the Sullivan program is A Thousand Sundays: The Story of The Ed Sullivan Show (1980), by Jerry Bowles.