The Television Revolution - How Admiral Brought TV to America

When World War II ended, America was ready for a revolution in home entertainment. The technology had been demonstrated at the 1933 World’s Fair, but cost and wartime disruption had kept television from ordinary households. Ross Siragusa had been watching this technology for over a decade, and he was ready.

Admiral entered the television market in February 1948, having already invested $2 million in preparation. Within 18 months, Admiral was manufacturing 15,000 sets per day across multiple facilities and claiming approximately a quarter of the entire American TV industry’s production. The company was also reportedly spending 25% of all television-related advertising in the country.

Siragusa’s TV strategy mirrored his approach to radios: produce high-quality products at prices the average American family could afford. A 20-inch black-and-white Admiral television sold for around $150 in the early 1950s - notable value compared to premium competitors.

Admiral’s growth demanded rapid expansion. Beyond the main plant at 3800 West Cortland Street in Chicago’s Hermosa neighbourhood, the company operated facilities in Galesburg, Bloomington, and Harvard, Illinois. The Cortland Street plant sat strategically along the old Bloomingdale train line, alongside other Chicago manufacturing legends like Schwinn Bicycles, Ludwig Drums, and Playskool.

On 30 December 1953, Admiral made history by introducing one of the first consumer colour television sets: the C1617A, priced at $1,175 - equivalent to nearly $12,000 today. This cemented Admiral’s reputation as an innovator pushing the boundaries of consumer technology.

By the early 1960s, Admiral’s annual sales approached $300 million, and the company employed 8,500 people, many of them Chicago-area residents. The television had transformed from a curiosity into the centrepiece of the American home, and Admiral had been at the forefront.

Today, as Admiral returns with a new generation of home appliances, we honour this legacy of making quality technology accessible to every household.

Source References

•       Wikipedia - Admiral (electrical appliances)

•       Made in Chicago Museum - Admiral Corp.

•       Encyclopedia of Chicago

•       Des Moines Register, Oct 1949