Networks Leveraging Full Portfolios to Push Super Bowl Spots

31 10 2007

Fox is leveraging other portfolio companies to sell Super Bowl inventory.

Fox is making its Super Bowl TV slots more attractive by bundling Myspace executions and added PR through Ryan Seacrest interviews. We saw this in more limited ways during the last two upfronts (Mostly digital replay bundling), but this is the first major push that incorporates other portfolio companies.

Moving forward we will see an increasing number of deals of this manner as content proliferates and umbrella corps control various brand touch points.

However, for this to work we will need to see less siloing and more collaboration between these entities and also more consolidation of planning on the media buying end.

Full article here via BrandWeek.

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3 responses

31 10 2007
TV » Networks Leveraging Full Portofolios to Revive TV

[…] ssaban@worldofwonder.net wrote an interesting post today onHere’s a quick excerptFox is making its Super Bowl TV slots more attractive by bundling Myspace executions and added PR through Ryan Seacrest interviews. We saw this in more limited ways during the last two upfronts (Mostly digital replay bundling), … […]

2 11 2007
Grant

And once again, advertisers will concentrate on cute, funny ads that cost huge dollars and don’t sell a thing! Isn’t selling what advertising is about? $2 million to $3 million just to generate “buzz” is worthless marketing. Marketing and advertising must focus on relevancy, not cute creative.

Did you buy anything based on the Super Bowl ads last year?

5 11 2007
NBC Media Offering Goes Multi-Platform: IGA In-Game Partnership « THE AD-VOCATE

[…] recently wrote about how FOX was leveraging other components of the News Corp portfolio to aide in pushing Super Bowl inventory. Well here’s another announcement that old media […]

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