#TBT: Who Shot J.R.? This Classic Dallas Promo Convinced 83 Million Viewers to Find Out

Big reveal became No. 2 TV event in U.S. history

Convergent TV Summit returns March 21-22. Hear timely insights from TV industry experts virtually or in person in NYC. Register now to secure your early bird pass.


Holy cliffhanger! On March 21, 1980, Dallas fans were stunned as Larry Hagman's villainous J.R. Ewing was gunned down on the CBS drama's Season 3 finale. After eight agonizing months, and a masterful marketing campaign that turned "Who Shot J.R.?" into a worldwide phenomenon, the shooter's identity was finally revealed in Season 4's fourth episode, "Who Done It," which aired Nov. 21, 1980. More than 83 million people tuned in—a whopping 76 share, and an estimated 350 million worldwide—making it the U.S.'s

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in