Promo - May 2008 - (Page 8)

10 retail 12 Interactive 15 Experiential THE PLAYERS EYEBALLS ALL THE SAME TV networks streaming to boost offline ratings/Richard Tedesco they will view that show on air,” Rapo says. Television viewers who forget to set their VCRs or ABC’s online audience is predictably younger, 30 years DVRs to record their favorite programs may still get to see old on average—10 years younger than the average age of the what they missed, thanks to many broadcast and cable netnetwork’s traditional TV audience. works now streaming full episodes. That’s true even for pay cable’s HBO, whose new psychiatry drama “In Treatment” is available free of charge. It’s obviously a sampling ploy to drive $10 monthly subscriptions. Advertiser-supported broadcasters especially lament the long-lost days when captive couch potatoes had relatively few entertainment choices. But online TV is creating new opportunities for marketers. “We think it’s a very effective way to communicate with the younger segment of the target,” Sci Fi features full says Marcie Kazdin, senior vice president, group episodes of series like “Battlestar Galactica” media director for Zenith Media, which buys time online through its Sci Fi for Mariel and its Frontline brand of pet products. Rewind player. “What we’ve also found is that awareness numbers are higher for those who view the ads online.” Brands looking to boost their interactive reach will be intrigued by a recent survey by Harris Interactive, which found that 25% of adult surfers had viewed online a fulllength TV show, movie or sports event. ABC has taken the most aggressive approach among the broadcast networks, making available most of its prime-time schedule. Web surfers have launched 290 million episodes of ABC shows since September. “Our objective is enabling consumers to access the shows anywhere, anytime,” says Alexis Rapo, vice president of digital media for ABC Entertainment. The network’s online viewership has jumped 150% over last year. Those video streams are having a discernIts popular shows, such as “Lost,” “Grey’s Anatomy,” ible impact on drawing more eyeballs to TV screens. “Ugly Betty” and “Dancing with the Stars,” are the ones that “There is an indication that there is a net positive effect, also resonate on the Web. that if they view a show online, there is a higher likelihood A primary advertiser buys three ad pods and a pre-roll spot. The network uses another pod for its own marketing, W For more articles on entertainment marketing, go to and its local affiliates get the benefit of a fifth pod. www.promomagazine.com/entertainment. Toyota sponsors streamed episodes of shows on ABC.com, Newsletter RSS Conference NBC.com and Fox .com. “The value in sponsoring streaming Web Webinar Podcast of full TV episodes online is that we get 100% share of voice 8 may 2008 / WWW.PROMOMAGAZINE.COM / Promo http://www.promomagazine.com/entertainment http://ABC.com http://NBC.com http://Fox.com http://WWW.PROMOMAGAZINE.COM

Table of Contents Feed for the Digital Edition of Promo - May 2008

Promo - May 2008 Contents Editor's Note Eyeballs All the Same... NBC Makes 'Law & Order' a Mobile Game Recession Rewards Comfort Virally Toaster on Wheels Commentary Ay Caramba! The 2008 Interactive Marketing Awards Winners How Bulletproof? Q&A: What a Ride Resource Center The Agency Center Blogging 101 Index of Advertisers

Promo - May 2008

For optimal viewing of this digital publication, please enable JavaScript and then refresh the page. If you would like to try to load the digital publication without using Flash Player detection, please click here.