If we fans want to watch Jack Kelly in Maverick these days, we can pop a disc into the DVD player or computer. But, what about when Maverick originally aired, in the days when there were only three major networks and no way to record shows at home? What happened if you had only one TV and someone else in the family wanted to watch Ed Sullivan, which meant you missed Bart and/or Bret that week? Or, if Maverick wasn't shown in your town at all? (It seems strange, but Maverick didn't originally air in all markets.)
Well, I did some digging, and it turns out Henry J. Kaiser, the show's primary sponsor, addressed the latter problem in 1958 by announcing that Maverick would "blanket the country" and be seen in more U.S. cities than ever before. The way Henry J. saw it, it would be almost un-American not to air Maverick: "It is high time to quit selling America short and to put into action the faith, courage and work that will swiftly get the country moving forward full blast. Selling will be a major key to unleashing the forces that will take our people to unprecedented heights."
In other words, the more eyeballs on Maverick, the more sales for Kaiser:
"They were both born Maverick...Bret and Bart...brothers who accepted life as a gamble, but who would settle for nothing less than an honest game."
And, the public's love for Maverick didn't cease when the series vamoosed from ABC's lineup in 1962. It was pretty popular in syndication, too. Below are a couple of 1963 newspaper ads from Lima, Ohio: 
Here's a 1965 ad from Cedar Rapids, Iowa, complete with daily schedule (can you name the episodes from their descriptions?):
Finally, here's a 1973 ad from Des Moines, Iowa:
I read in an antiques column that interest in a popular TV show character often fades about 25 years after the last new episode of the character's show airs. That would have been 1987 for Maverick. Fortunately, Bart and Bret Maverick's popularity has extended into the 21st century, even though they're not so easy to find on the airwaves anymore. Until recently, Maverick was running on the Encore Westerns cable channel. Then, diginet Me-TV announced the show was joining their Fall 2016 schedule, then abruptly announced it wasn't. Oh well...thank goodness we have new ways of watching those Maverick boys nearly 60 years after they first rode onto the TV range. :)
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