E! Takes Low-Key Approach to Pitching Brands on 'I Am Cait'
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The debut of “I Am Cait” on E! this Sunday may be the biggest premiere yet for the NBC Universal cable network, but its executives haven’t been aggressively pitching the eight-episode series to advertisers.
Rather than packing the show with extra commercial breaks, asking marketers to buy other inventory for the privilege of appearing during “I Am Cait,” or otherwise squeezing every penny from the eight-episode series, E! has taken a low-key approach, ad buyers said. This isn’t to say demand for the show hasn’t been robust, according to buyers, just that NBCU’s approach hasn’t been vastly different than how it sells any of its lower-profile cable series.
“They want to do the right thing for the show and don’t want advertising to overshadow the message,” said Brent Poer, president and global creative director, Liquid Thread, Starcom MediaVest’s branded content arm.
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