It was not until the late 1950s that the ABC network became a serious contender to NBC and CBS, and this was in large part due to the diverse range of programming that met the expectations of the public, such as westerns and detective series. Despite an almost 500% increase in advertising revenues between 1953 and 1958, the network only had a national reach of between 10% and 18% of the total U.S. population, as it still had relatively fewer affiliates than NBC and CBS. In 1957, ABC Entertainment president Ollie Treiz discovered that the locally produced variety show Bandstand had pulled very strong ratings in the Philadelphia market on WFIL-TV; Treiz ultimately negotiated a deal to take the show national, under the revised title American Bandstand; the show quickly became a social phenomenon by presenting new musical talent and dances to America's youth and helped make a star out of its host, Dick Clark.