TV Guide launches new consumer campaign


Gemstar-TV Guide International announced he launch of a national consumer campaign tied to the official kickoff of television’s new fall season. The multimillion-dollar campaign runs through November sweeps and positions TV Guide as the brand that helps viewers "get through the week" between episodes of their favorite television shows. The creative is show-specific, with each ad tied to one of 13 popular fall shows; and the media strategy is innovative in that the ads will air only during these specific shows, running in the last half of the episode, in order to let fans know at just the right time that TV Guide will get them through the week until the next episode airs.

Tailored to each show’s title and premise, each TV spot utilizes a "countdown" element to highlight the length of time between episodes, and that, for true fans of the show, a week is a very long time to wait until the next episode. The ads then go on to assure the viewer that by tuning in to one of TV Guide’s platforms, they will be provided with a "fix" that will help them get through the week. The "fix" refers to TV Guide’s information on the shows, stars, characters and story lines as well as multimedia content including exclusive video, along with blogs and user communities.

The ads will appear weekly on America’s Next Top Model, Brothers & Sisters, CSI, Dancing With the Stars, Desperate Housewives, Friday Night Lights, Grey’s Anatomy, Heroes, House, Prison Break, Survivor: China, The Office and Ugly Betty.