TBS, part of Time Warner, reporting is robust sales for commercial time during "Conan", which will make its debut on Monday and will take place from 11 p.m. to midnight, Monday to Thursday. In addition to the points of purchase, marketers are bidding promotions tailored and customized content for television, websites, social media and mobile devices.
Diet coke, sold by another great advertiser, Coca-Cola, sponsored a preview of four minutes of show, that appeared online this week on Facebook, the website of Coco Team (teamcoco.com/blog/show-zero/) and on YouTube.
20Th Century Fox unit of News Corporation offers movie previews, "Unstoppable," during the first week of "Conan", they'll be back of Mr. O'Brien on television until late at night. search engine Bing, operated by Microsoft, will be included in an episode during the week of 29 November.
And the Chevrolet division of General Motors can give away a Chevrolet Cruze 2011 at a viewer in November or December.
"We know Conan has a following of fans and wanted to tap into this," said Daryl Evans, vice President for the consumer, advertising and marketing communications with the Office of Atlanta AT&T.
AT&T sponsors promotions for "Conan", presenting a blimp orange and will join 20th Century Fox as sponsor of the first week. AT&T mark will be also integrated in an episode during the week of December 6.
"Conan is a proven talent and a brand of proven", said Mr. Evans. "Rubbing up AT&T mark against the brand of Conan is a good thing; there's principal brand beautiful. "
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Evans said that the theme of the current campaign of AT&T, "Rethinking can," aligned well with "Conan," in that Mr. O'Brien was "rethink what you can do, being innovative" leaving TV broadcast to cable.
Brad Aldgate station, Senior Vice President of research at Media Horizon in New York, described "Conan" as "another example of the cable is doing" incursions in competition with transmission networks.
Mr. O'Brien "is the largest that TBS has obtained from Andy Taylor and Jethro Bodine", he adds, laughing, referring to characters on two sitcom, "The Andy Griffith Show" and "The Hillbillies," that TBS became famous for running over and over again.
"Conan" represents another milestone for cable: TBS is charging an estimated $ 30,000 to $ 40,000 per 30-second commercial — near or on par with which CBS charges for a place in "Late Show With David Letterman" and what NBC burdens for "The Tonight Show With Jay Leno."
For years, sales executives of TBS "always gnashed teeth that don't get the same price" counterparts at Aldgate station broadcast networks, said, although their programming has attracted large audiences and young. TBS is now the cable channel of no. 1 for viewers ages 18-34 — a group that is packed with fans of O'Brien and appreciated by advertisers.
"Really there shouldn't be any delimitation mysterious between Conan broadcast Viewer and Viewer cable of Conan," said Linda Yaccarino, executive Vice President and Chief Operating Officer of Turner Entertainment, ad sales, marketing and acquisitions that oversees the channels that, apart from TBS, TNT are truTV.
"It may have taken Conan O'Brien of obstacle on the line" which separated the two types of TV, in the eyes of advertisers and agencies, he added, because "bring Conan TBS was quite a bargain for processing, networking and industry".
TBS is "working closely with the creative team of Conan" ideas for incorporating the sponsors in the exhibition, MS Yaccarino said, which may include advertisements provided by Andy Richter, presenter of the show, or "Conan himself."
"I wish I could show you the Chevrolet Cruze creative," he added. "Is so Conanesque ".the only hint that she would give was that it would be" the best promo-smelling that has ever done. "
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There are risks involved with sponsoring "Conan," among them that the show cannot distinguish themselves in the midst of the mess until late at night. Mr.O'Brien will vie popular series as "The Daily Show With Jon Stewart" and "The Colbert Report," both on Comedy Central; "Lately, Chelsea "on E!;together with Mr. Leno and Mr. Letterman.
"Printing always liked Conan greater audiences," said Steve Sternberg, the longtime television research analyst who writes a blog, the report of Sternberg.
"I don't know why advertisers initially pay the same rates of Conan for Leno or Letterman until he proves that he can get a younger audience," Mr. Sternberg wrote in an email. "But TBS tilt the young, so that he has a chance ".
Mr. Aldgate station at Horizon Media said that he believed that Mr. O'Brien "will do well" on TBS, especially among viewers ages 18-49.
And "will be a hit with advertisers initially because of familiarity with Conan," he added. "But the show will also be a little different because it is on the cable, and may be able to get away with a little more than they did on the transmission. "
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