More than two weeks in advance of its formal Upfront presentation at Carnegie Hall on 5/20, CBS launched a national media campaign to advertisers and consumers that spans across all CBS Corporation platforms and in the national print media.
The campaign, titled “Only CBS,” promotes the network’s position as the only broadcast network to grow its audience in all key ratings categories this season, and its overall strength and leadership position in prime time.
The media blitz began 5/3 on CBS with spots during the broadcasts of “Face the Nation with Bob Schieffer,” “CBS News Sunday Morning” and “60 Minutes.”
The effort expands this week with spots in News, Entertainment and Sports programming across all dayparts on the Network, as well as on CBS O&O Radio Stations, out-of-home platforms that are part of CBS Outernet, and a wide range of CBS Interactive sites, including CNET.com, BNET.com and CBSSports.com.
Print ads were published 5/4 on the front page of The New York Times and in USA Today on the front page of the “Life” section.
“You can’t paint all networks with the same broad brush,” said Jo Ann Ross, President, CBS Television Network Sales. “We have a unique ratings story to tell heading into this Upfront. We want to communicate in the biggest way possible, that in a marketplace with challenges, CBS offers the largest audience, best shows, deepest schedule and most value for our client’s discriminating advertising dollar.”
Season to date, CBS has increased its audience +12% in viewers, +7% in adults 18-49 and +8% among adults 25-54. CBS is once again America’s No.1 Network — the 6th time in the last 7 seasons — more than 2 million viewers ahead of second place Fox.
RBR/TVBR observation: RBR consistently reports on the value of cross marketing and using all platforms in promoting brand value. CBS-TV has just done it again, marketing and using their Radio O&O’s to get the message across.
The big question is – When will Radio fully engage in the internet and the interactive media? It is happening all around Radio and CBS in their TV upfront is proving it, again.