For most of US television history, the "Big Three" networks (ABC, CBS and NBC) have dominated television broadcasting, controlling up to 99% of the market in their heyday. FOX came along in 1996 and has become a major player in Primetime, and the CW is slowly making headway. But with the infusion of cable channels such as USA, TNT and HBO (to name a few), the options for product placement marketing deals have expanded, giving brands many shows to choose from.
Lead character Sookie and her brother watch her Vizio TV on the season opener of True Blood. Sookie comments to her brother: "I'm going to keep the flat screen though." Her brother says: "Yeah, It's nice." Copyright HBO, All Rights Reserved.
Cable programs have always been looked upon as secondary when it comes to status and viewership. Brands have always had their eyes on Primetime network shows, always looking for that "top 10" hit program. From Family Ties to Seinfeld to Dallas (not the reboot) to NCIS, I've been involved in manybrand integration deals over the years. Why cable?! The shows have improved dramatically and viewers are watching! TNT's Rizzoli & Isles in averaging over 10+ million viewers weekly (multiple airings). HBO's True Blood has registered 12.6 viewers weekly this season with multiple airings as well. They are no longer taking a back seat to the Big 3... I mean 4! In fact, in my humble opinion, cable programming is better overall.
So what does this all mean for brands looking to integrate products on television shows? Options, options, options! Brands should carefully consider all their options, putting cable at the top of the list when it comes to entertainment marketing!
Cable programs have always been looked upon as secondary when it comes to status and viewership. Brands have always had their eyes on Primetime network shows, always looking for that "top 10" hit program. From Family Ties to Seinfeld to Dallas (not the reboot) to NCIS, I've been involved in manybrand integration deals over the years. Why cable?! The shows have improved dramatically and viewers are watching! TNT's Rizzoli & Isles in averaging over 10+ million viewers weekly (multiple airings). HBO's True Blood has registered 12.6 viewers weekly this season with multiple airings as well. They are no longer taking a back seat to the Big 3... I mean 4! In fact, in my humble opinion, cable programming is better overall.
So what does this all mean for brands looking to integrate products on television shows? Options, options, options! Brands should carefully consider all their options, putting cable at the top of the list when it comes to entertainment marketing!
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