Love in the Afternoon (advertising campaign)

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"Love in the Afternoon" was an advertising campaign used by ABC to market its soap operas in the form of newspaper advertisements and television commercials. Focusing on the highly tormented love lives of its main characters, "Love in the Afternoon" was the chief ad campaign for ABC's afternoon lineup^[1][2][3] from 1975 until 1985. The flagship program for the campaign was General Hospital.

The idea of marketing soaps as "Love in the Afternoon" was not a unique concept, as rival network NBC had produced television advertisements promoting their popular couples under the "Love in the Afternoon" banner in 1974. ABC decided to pursue their own "Love in the Afternoon" advertisements when NBC abandoned their campaign.