During the 1940s and 1950s radio became a significant medium for advertising. Companies would sponsor whole programmes and pepper the air waves with advertisements for their products. It's in the bag was one of the most popular radio shows in the 1950s.  Sponsored by the soap manufacturers Lever Brothers, it was a Saturday night quiz programme compered by Selwyn Toogood and recorded before a live audience. Winners had to choose between an amount of money or the contents of a bag which might either be a cheap trifle or a valuable appliance. Watch one winner choose the bag.