NEW YORK: CBS Television conducted an awareness effort last week publicizing its strong prime-time ratings prior to the most important ad-buying period of the year. The effort was a part of a substantial marketing initiative that began May 3.
The network has seen a 12% gain in its prime-time audience during the 2008-09 season, which ends this month, as well as increases among adults ages 18 to 49 and 25 to 54. CBS has set its upfront presentation about the 2009-10 season to advertisers for May 20, after which negotiations over sales and rates occur.
"This campaign was created to separate us from the pack and to communicate with a loud megaphone that CBS is not in decline, in fact it's growing and there are unique characteristics about this network that make us very attractive to advertisers," said Chris Ender, SVP of communications for CBS Television. "At a time when advertisers are very discriminating with their dollars, we wanted to showcase that there is a safe and valuable option in CBS."
The network briefed key reporters under embargo at consumer outlets, wire services, and media, entertainment, and broadcasting trade titles late last week, he added. The media outreach effort, aimed at C-suite executives and other influencers, was timed to break on online outlets late last Sunday, May 3, and in print the next morning , explained Ender. The budget of the initiative, which uses the tagline "Only CBS," is undisclosed.
The advertising arm of the effort, which includes print, outdoor, and broadcast elements, began May 3 and will run until May 20.