The most popular adult programs of the 1930s were the comedy/variety shows. Popular comedians of the Depression era included Fred Allen, Jack Benny (left, with show cast), George Burns and Gracie Allen, Jane and Goodman Ace, and Ed Wynn. The comedians adopted a light tone, offering respite from economic problems at home and rising political tensions in Europe. The networks did not produce these popular, sponsored programs themselves. They leased facilities to advertising agencies who in turn hired the performers.

The radio programs created during the first years of the networks established a pattern that persisted for decades. They relied heavily on music and variety entertainment, and were named for their sponsors. On Monday evenings, people listened to the A&P Gypsies; on Tuesdays, it was the "Eveready Hour;" on Wednesdays the Ipana Troubadors; and on Thursday the "Maxwell House Coffee Hour."