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(TrendHunter.com) Corsa Bandstand Steered by Sunday Best was truly the best example of bringing an outdoor festival inside. There was one in London on Saturday, and another in Liverpool which takes place next Sunday. The idea was from Rob Da Bank, the same man behind the UK festival Bestival, and was basically a conc…
For those of you not savvy on tv lingo, every year the major networks parade out their new shows for the media and advertisers in something called “upfronts”
These were generally used to generate buzz for their showcase shows and get advertisers on board with the “next hot thing” before anyone else
the problem is in this day and age of the video, video on demand, tivo, the internet, even cable’s shows, which are becoming edgier and attracting major talent are outdrawing the networks
So far this season, according to the Nielsen Company, ABC (DIS, Fortune 500) has a 5.2% share of the TV-viewing households, down from 6.4% from the 2006-2007 season. CBS (CBS, Fortune 500) has a 5.6% tally, down from 7.9% last season. Fox (NWS, Fortune 500) has garnered 5.3% of households so far this season, down from 6.4% last year. And NBC (GE, Fortune 500) has captured 4.8% of the viewership, down from 5.8 during all of last season. Meanwhile, many of the largest cable networks have seen an upsurge in viewers.
Broadcast networks typically generate about half of their ad income during the upfronts. During the 2006-2007 television season, the upfronts brought in $9 billion of the U.S. broadcast networks’ combined $18.6 billion in ad revenues. But that take has fallen by 4% and 3% respectively over the last two seasons.
So the question is, for the savvy media planner, is network advertising still the way to get your product seen by the most people? Remember more than half of these new shows at the upfronts won’t even make it out of their first season.
My guess is that this trend will continue, much as blogs and the internet have replaced “old media” such as newspapers, the more options given to people, the more they will be drawn away from network television
More at CNN Money
Technorati Tags: CNN, advertising, television, state of the industry, networks, dinosaur media
If you have a webcam and are only mildly misbehaved, put it to good use with the Mentos Kiss Cam. They provide a sexy babe (or sexy dude, we’re not judging) who will make out with you after popping a virtual Mentos. Go ahead, allow the application to access your webcam. It’s worth it. It’s even better than this. UPDATE: Strangely, the site seems to be back under construction. Endless Simmer speculates about its fate here.
—Posted by David Kiefaber
There’s a stork theme running through ads lately. This realization woke me from a sound sleep. (I dream in ads.) Monster.com and Vlasic started the feathered trend. Now, Arnold’s “Truth†anti-smoking campaign for the American Legacy Foundation flies into action with a spot called (what else?) “Stork.†There’s a cartoon stork, teens wheeling incubators down city streets, and a song-and-dance routine. I hallucinated the exact same scenario after eating too many chalupas Friday night. Legacy is broadening its media buy, putting spots onto movie screens. Iron Man rocks! I haven’t seen it; I just assume it does. There’s even a Legacy Facebook app in the form of a “Truth or Dare†game. Those smarty-pants teens will probably dare their friends to smoke and ruin the whole campaign.
—Posted by David Gianatasio
Harley-Davidson’s “Screw it. Let’s ride” campaign sure puts an aggressive face on the current economic downturn, the terror threat, and pretty much anything else that’s bothering you right now. A patriotic one, too. We wonder if the company’s plainspokenness extends to its employees. The Guardian notes that “Harley slashed production, laid off hundreds of workers and warned it would report full-year earnings well below its forecast†due to recent divots in the economy. We can imagine the phrasing they might have used: “Aw hell, son, you’re fired.â€
—Posted by David Kiefaber
SHANGHAI – Nike China is set to launch a new six-episode reality TV series starring Kobe Bryant, as the centrepiece of the second phase of the brand’s ongoing Olympic campaign.
SHANGHAI – Leading AIG-owned insurance firm AIA has handed a creative brief to Bates141 as part of a re-branding initiative in China.
SHANGHAI – Pepsi wants to maximise its relevance to Chinese consumers in the run-up to the Beijing Olympics with the third phase of its Creative Challenge competition.
HONG KONG – Coca-Cola Hong Kong has kicked off a new outdoor campaign for its Bonaqua mineral water brand.
KUALA LUMPUR – Agencies have applauded the Malaysian Government’s decision to clear the way for the country’s first opposition-backed newspaper.
Advertising Agency: TBWA, Istanbul, Turkey
Creative Director: İlkay Gürpınar
Creative Head: Gokhan Yucel
Copywriter: Cem Ozturk
Art Director: Banu Ustundag
MANILA – Unilever has a awarded its estimated US$10 million Selecta ice cream brand to DDB in the Philippines after a pitch involving Lowe and incumbent McCann Worldgroup.
From 14th to 18th of January 2008 all ideas circulate.
Advertising Agency: TBWA/MAP, Paris, France
Creative Directors: Sebastien Vacherot, Manoelle van der Vaeren
Art Director: Alexandre Veret
Copywriter: Frederic Sounillac
Photographer: Jean-Yves Lemoigne
Art Buying: Vanessa Barbel
Published: January 2008
SHANGHAI – WPP Digital, the digital investment arm of WPP, has acquired a minority stake in HDT Holdings Technologies, a rich media advertising and technology company.
MANILA – To mark its 30th anniversary, Jollibee, the Filipino fast food chain, has created a weekly children’s TV show starring five of its brand mascots.
Get tough.
Advertising Agency: Bassat Ogilvy, Madrid, Spain
Creative Director: Emiliano González
Art Directors: Marco Pizzolu, Chema Bercial
Copywriter: Gonzalo Úrbez
Photographer: Santiago Esteban
Published: April 2008
SINGAPORE – StarHub has launched Singapore’s first nationwide location-based mobile advertising service.
HONG KONG – The long-running creative pitch for HKTB’s global account has finally ended with the appointment of Grey Hong Kong, following a final round that also included Publicis, Saatchi & Saatchi and DDB.
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