December 25, 1942: All day long, Coca-Cola sponsored Victory Parade's Christmas Party of Spotlight Band s, transmitted on NBC Blue Network. The long-winded broadcast was picked up by more than 142 radio networks. In an attempt to make itself a network to reckon with, the NBC Blue Network collaborated with Coca-Cola Company to broadcast Victory Parade's Christmas Party of Spotlight Bands . The show was an unusual one in that it was broadcast throughout the entire day, making it the longest broadcast of a commercially-sponsored program on the radio. The marathon broadcast was aired over more than 142 radio networks.