In 1948, "Arthur Godfrey's Talent Scouts" began to be simultaneously broadcast on radio and television, and by 1952, "Arthur Godfrey Time" also appeared on both media. The radio version ran an hour and a half; the TV version an hour, later expanded to an hour and a half. The Friday shows were heard on radio only, because at the end of the week, Godfrey traditionally broadcast his portion from a studio at his Virginia farm outside of Washington, D.C., and TV cameras were unable to transmit live pictures of him and his New York cast at the same time. Godfrey's skills as a commercial pitchman brought him a large number of loyal sponsors, including Lipton Tea, Frigidaire, Pillsbury cake mixes and Liggett & Myers's Chesterfield cigarettes. By 1959, total advertising billings from Godfrey's TV shows were estimated at an industry-high $150 million, almost double those of second-place Ed Sullivan.