Many melodramatic serial dramas targeting women, such as "As the World Turns", were produced by the consumer goods company Procter & Gamble; this prompted the genre to be dubbed a "soap opera". The Revlon cosmetics company gained significant prominence after sponsoring the quiz show "The $64,000 Question"—which was, for a time, the most-watched program on U.S. television. In 1956, the Ford Motor Company sponsored a variety special on CBS known as "The Edsel Show" to launch its new automobile marque Edsel, which starred Bing Crosby, Frank Sinatra, and Bob Hope. The special was a critical success and widely viewed, but its success did not transfer to Edsel itself, however, which was a high-profile commercial failure. By request of Crosby, the special was credited as being a production of his alma mater Gonzaga University, with the profit helping to fund construction of a new campus library.