look like a clock with the hands showing the time. The Bulova logo, with the phrase "Bulova Watch Time", was shown in the lower right-hand quadrant of the test pattern while the second hand swept around the dial for one minute. The first TV ad broadcast in the U.K. was on ITV on 22 September 1955, advertising Gibbs SR toothpaste. The first TV ad broadcast in Asia was on Nippon Television in Tokyo on 28 August 1953, advertising Seikosha (now Seiko), which also displayed a clock with the current time. United States Since inception in the US in 1941, television commercials have become one of the most effective, persuasive, and popular methods of selling products of many sorts, especially consumer goods. During the 1940s and into the 1950s, programs were hosted by single advertisers. This, in turn, gave great creative control to the advertisers over the content of the show. Perhaps due to the quiz show scandals in the 1950s, networks shifted to the magazine concept, introducing advertising breaks with other advertisers. U.S. advertising rates are determined primarily by Nielsen ratings. The time of the day and popularity of the channel determine how much a TV commercial can cost. For example, it can cost approximately $750,000 for a 30-second block of commercial time during the highly popular singing competition American Idol, while the same amount of time for the Super Bowl can cost several million dollars. Conversely, lesser-viewed time slots, such as early mornings and weekday afternoons, are often sold in bulk to producers of infomercials at far lower rates. In recent years, the paid program or infomercial has become common, usually in lengths of 30 minutes or one hour. Some drug companies and other businesses have even created "news" items for broadcast, known in the industry as video news releases, paying program directors to use them. Some television programs also deliberately place products into their shows as advertisements, a practice started in feature films and known as product placement. For example, a character could be drinking a certain kind of soda, going to a particular chain restaurant, or driving a certain make of car. (This is sometimes very subtle, with shows having vehicles provided by manufacturers for low cost in exchange as a product placement). Sometimes, a specific brand or trade mark, or music from a certain artist or group, is used. (This excludes guest appearances by artists who