There is a concerted effort now being made by TV sales executives to put some creativity into selling their commercial time. Recent figures show that nearly 50% of viewers in the highly coveted 18-49 year old demographic with DVRs are watching recorded programs instead of live ones. Of that figure, 60% skip through the ads. If that weren't enough of a factor to produce changes, this is: this week Nielsen Media Research will start measuring the audience for commercial breaks instead of just the programming around them...
Ed Swindler, executive VP for NBC Universal ad sales says: "We all need to become more creative in how we incorporate sponsors into a program." Among other steps NBC has called on Jerry Seinfeld for help. One of the networks will present 2 experimental programs without traditional commercial breaks this fall. CW debuted "content wraps" last season where a hair care company presented beauty tips and interviews with network stars all pitching the company's product. And then there's the old tried and true product placement in the show itself. One segment of "American Idol" is an interview with one of the AI wanna-be's with a backdrop of a Coke ad...
One of my favorite TV commercials is a 10-second spot with the Commerce Bank logo and a voice-over which simply says: "Time and temperature brought to you by Commerce Bank". They use some electronic chime-type signature and it catches me every time. Just yesterday on radio I heard the old Dinah Shore commercial ("See the U.S.A. in your Chevrolet. America is asking you to call...") and I stopped in my tracks. I can't remember if it was a local Chevy dealer or a national commercial but I knew the product name and immediately flashed back to seeing Dinah Shore singing that on her television show...
With TV viewing and radio listening down it's time to realize that commercials are part of your programming product too. It's time to treat it as such...
10 Timeline Memories...
- 1905] The fans wore raincoats: Dodger pitcher Elmer Stricklett introduces the spitball helping Brooklyn beat the Giants 4-3...
- 1917] 90 but still cool: The man who would become our 35th president, John F. Kennedy is born in Brookline (MA)...
- 1922] In baseball we trust: The Supreme Court rules that organized baseball is not a business and exempts the sport from antitrust laws and interstate commercial rules. What were they thinking???
- 1953] Climb every mountain: 1953] Edmund Hillary of New Zealand and sherpa Tenzing Norgay (a great, great name) become the 1st climbers to reach the summit of Mount Everest...
- 1973] Guilty as charged: Clive Davis is fired from Columbia Records for allegedly misappropriating company funds...
- 1976] Brotherly love: Houston's Joe Niekro beats brother Phil and the Braves 4-1...
- 1984] Their numbers are up: The Boston Red Sox retire Joe Cronin's #4 and Ted Williams' #9 at a ceremony at Fenway Park...
- 1998] "Happy Trails": Former Arizona senator and Republican presidential candidate Barry ("Mr. Conservative") Goldwater dies at 89 from complications of a stroke...
- 1999] What's up Dock?: The space shuttle Discovery completes its 1st docking with the International Space Station...
- 2004] Memorial Day: America dedicates a memorial to World War II veterans in Washington (D.C.)...
Music Memories:
- Recorded on this date: 1942] "White Christmas" - Bing Crosby...
- Released on this date: 1969] The self-titled LP by Crosby, Stills and Nash...1987] "I Want Your Sex" (it's just a song title folks) - George Michael and the music video that accompanied the hit: http://www.youtube.com/watch?v=tZtKIL48jm8 ...
- #1 on this date: 1971] "Brown Sugar" - Rolling Stones - they made this 'Top of The Pops' appearance singing it: http://www.youtube.com/watch?v=CUmYuTLrFJM ...
[To ensure accuracy of dates and content, multiple reference sources are used in each timeline]...
Commentary...
Our condolences go out to the family of Patriots defensive end, 24-year old Marquise Hill whose body was found in Lake Pontchartrain in New Orleans last night after a tragic drowning accident. Hill and a friend were on Jet Ski's at the time. Patriot Nation is stunned by the news...Another tragic death in sports was the passing of former Villanova basketball star, Howard Porter, at 58 who had suffered a fatal beating on May 19th. Porter died on Saturday. And "Happy Trails" to the wackily entertaining Charles Nelson Reilly who passed away at 76 from complications of pneumonia...On a much lighter note, congratulations to Joe McCoy who performed with The Eternals and Velours during the taping of those PBS Doo Wop Shows recently in Elizabeth (NJ). We're hoping we'll see Joe when those shows hit PBS in the coming months...
"Happy Birthday...happy birthday":
Melissa Etheridge (46), Annette Bening (49), LaToya Jackson (51), Rebbie Jackson (57), correspondent Bob Simon (66), Al Unser, Jr. (68), former baseball commissioner Fay Vincent (69)...
Timeline Countdown: 11 days until the Belmont Stakes and 36 days until July 4th...
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