Well, you should. NBC has coughed up more than an estimated $10 million dollars for the marketing campaign that has made everyone in the country aware that Jay Leno has a new show in prime time.
And just how do people know about this when “98 percent of the country” is not watching NBC?
Simple. Called off-channel marketing, it is what makes the NBC show’s promotion visible every place from a movie theatre to a gas station. This style of marketing allows programmers to attract the ever-fragmented audiences that make up the new media landscape.
And now that the population is soaked in the awareness of Jay Leno’s new show at 10 o’clock (9 o’clock central), will the audience be there? Jay Leno was a beloved figure in American late night television— but will the people be eager to see him after his short-lived absence?
Since the Leno campaign, in my opinion, created much awareness-- then whether the show becomes a hit or is quickly cancelled will be based on the audiences’ acceptance of a non-scripted, comedy show during “crime time” hour. It will also show if this style of invasive marketing tactics will push away or lure audiences in the future.
http://www.nytimes.com/2009/09/14/business/media/14adcol.html?8dpc
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1 comment:
It is interesting to know that he has a new show. When I went to CA, I saw his show for a live as one of the audience. He was quite funny. By the way, I did not know that 98% of people do not watch NBC....
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