Hasta La Creative!

“The Million Second Quiz” may have disappointed in ratings, but that didn’t really bother Tony Pace, chief marketing officer of Subway Franchisee Advertising Fund Trust, the integration partner for the show.

“We would have preferred the ratings were higher, but it delivered on our expectations for total audience,” he said, due to a strong digital presence along with social and PR. How much? Mr. Pace said the company got only 31% of its impressions around the event from TV, compared to 43% from digital, 23% from social, and 3% from PR.

His point is that in this hyper-connected world, a marketer’s point of entry might be a TV spot that can yield dividends in social, PR or digital to build impressions.

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