1938 RL Timeline

August 26, 2025

1938

By 1938 Radio Luxembourg had the highest advertising rates in the world. More than 100 advertisers were using the station to reach what was likely the largest single audience in the world.

Almost all major American artists visiting Britain worked mainly for Radio Luxembourg. Carson Robinson’s series was sponsored by Drene Shampoo and Morton Downey’s by Oxydol.

Even British dance bands had series of their own on Luxembourg. Jack Payne appeared for Beecham’s Pills, Billy Cotton for the Kraft Cheese programme and Debroy Somers on the only hour-long sponsored show, the Horlicks Teatime Hour. Ambrose and his Orchestra were appearing in the Lifebuoy programmes, Marius B Winter with Rowntrees Fruit Gums and Sydney Lipton for Crosse and Blackwell.

Advertisers Weekly, an industry publication, reported the that there were more stars appearing on Radio Luxembourg’s Sunday shows, than in a whole week of BBC programming.

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