Only CBS, an extraordinary advertising campaign that sells the supremacy of CBS Television’s airwaves, has been launched to strengthen the idea that broadcast television, especially the eye network, is really alive and jerking.
CBS Television’s branding initiative is the first marketing campaign from CBS which is specifically related to the TV advertising upfront that will begin on May 18.
The television company is fighting against the common perception that broadcast television will fall in the long term and that cable TV will be the future of profitable TV. But CBS is having increasing ratings although the company’s advertising revenue is not growing along due to the recession.
The campaign will include not only TV but all-points across CBS Corporation like the company’s 140 radio stations, CBS Interactive and out-of-home destinations. Besides, there will be a national print element that makes use of such hallowed real estate as the front page of the New York Times as well as USA Today.
CBS network has prepared to make it the only network to increase its ratings in all key categories this year versus the year before. Nielsen data shows, through April 26, season to date CBS is averaging a 2.9 rating and 3.85 million viewers in the 18-49 year old demographic, on the live plus same day metric. Last year it did a 2.8 and 3.7 million viewers through week 31 of the season.
Yet, in that key advertiser demographic, Fox, ranks higher on a 3.3 rating and 4.3 million viewers in that category, although it is down versus last year.
Read also
