In 1952, Webb landed the role of "Captain Midnight" in the television series of the same name,
Captain Midnight (1954), based on the long-running radio program of the same name. His young fans could join his "Secret Squadron" and receive decoder rings and other premiums from Ovaltine and other show sponsors, although he earned the displeasure of "Captain Midnight" producers when he refused to drink Ovaltine in public because he hated the taste. As "Captain Midnight", he made personal appearances around the Los Angeles area, including supermarket openings.