Ethan Zuckerman invented pop-up ads in the mid-1990s on the website tripod.com. By the early 2000s, most browsers allowed users to block unwanted pop-ups except for Internet Explorer, which did not remove pop-up blocking until the release of Windows XP in 2004. Television program sponsorship first occurred in 1946 and has included companies like Cadbury's, Daz, Heinz, and McCain sponsoring soaps like Hollyoaks, Coronation Street, and Emmerdale over the years. The first TV advertisement aired in September 1955, was 70 seconds long and promoted toothpaste.