 However, CBS had enough faith in the show to devise a full-page newspaper ad flanked with the show's positive reviews, urging people to watch the show.Radically increased ratings were attributed to this ad, saving "The Waltons".Ralph Waite was reluctant to audition for the part of John Walton because he didn't want to be tied to a long-running TV series, but his agent persuaded him by saying, "It will never sell.