First Song - Tico Tico

10-2-4 Ranch

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First Song - Tico Tico

10-2-4 Ranch • Episode 499

15 minutes

Part of a 85-episode series

Episode Description

Musical highlights are featured on the Dr. Pepper program, which broadcasts to American soldiers worldwide, showcasing the talents of Martha Mears, Bob Nolan, and the Sons of the Pioneers. The show includes various musical performances with playful banter between characters, promoting Dr. Pepper as a refreshing beverage and its various presentations in catchy tunes. Highlights include songs that celebrate love and nostalgia, along with humorous exchanges about the drink's unique taste and the importance of supporting wartime initiatives, such as saving kitchen fats for the war effort. The program concludes with a reminder for listeners to enjoy Dr. Pepper at designated times and to contribute to the war bond efforts.

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10-2-4 Ranch

10-2-4 Ranch is a classic 1940s Old Time Radio western-themed musical variety program, created as part of a nationwide advertising campaign for Dr Pepper. Rather than telling ongoing cowboy stories, the show used a friendly “ranch” setting as a backdrop for music, light banter, and sponsor messaging built around Dr Pepper’s famous slogan: “Drink a bite to eat at 10, 2, and 4.” Airing in short, approximately 15-minute episodes, 10-2-4 Ranch featured popular western and contemporary music performances, often by well-known acts of the era such as Sons of the Pioneers, alongside announcer segments that seamlessly folded advertising into the entertainment. The tone was upbeat, informal, and family-friendly—designed to be easy listening during daytime hours while reinforcing the idea of Dr Pepper as a mid-day energy pick-me-up. The program was sometimes billed under related titles such as 10-2-4 Time, reflecting slight format shifts, and is occasionally confused with other Dr Pepper–sponsored radio shows from the same era. Today, 10-2-4 Ranch stands as a clear example of mid-century branded radio at its best—where western music, variety entertainment, and advertising blended together into a uniquely nostalgic listening experience.

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