CBS is launching an unprecedented campaign to publicize its prime-time successes weeks in advance of the year’s most important ad sales season, trying not to be dragged down by the economy and struggling rivals.
It includes a front-page ad Monday in The New York Times, a USA Today section front ad and commercials throughout CBS television, radio and the Internet.
The network is two weeks away from unveiling its fall schedule; NBC does so on Monday. Release of the broadcast schedules usually prompts a multi-billion dollar frenzy to lock up commercial space for next season, called the upfront.
All of the broadcasters are worried that the economy will continue to hurt ad sales, and that advertisers will migrate to the Internet or niche cable networks.
CBS has quietly had a strong season in prime-time, seeing its viewership jump 12 percent from the last, writers-strike affected season. CBS introduced the season’s only real new hit, “The Mentalist,” and has won more time slots than ABC, NBC and Fox combined.
“We had a good year and we’re well positioned for next year,” said George Schweitzer, president of CBS Marketing. “We don’t want that message to get lost.”
CBS hopes to reach beyond Madison Avenue to heads of companies that may advertise. It seems like a sound strategy, said Marc Berman, a TV analyst for Media Week Online.
“If they were struggling, I would say it’s very desperate,” Berman said. “They’re the No. 1 network. Why not be aggressive?”
Schweitzer said CBS isn’t worried that the network will be hurt by the struggles of other broadcasters.
“This is not a defensive position,” he said. “This is an offensive position.”
Stars Among Those Who Lost Their Homes In L.A. Area Fires; Jamie Lee Curtis Pledges $1M To Relief Effort
Fires burning in and around Los Angeles have claimed the homes of numerous celebrities, including Billy Crystal, Jeff Bridges, and R&B star Jhené Aiko, and led to sweeping disruptions of entertainment events. Three awards ceremonies planned for this weekend have been postponed. Next week's Oscar nominations have been delayed. And tens of thousands of Angelenos are displaced and awaiting word Thursday on whether their homes survived the flames — some of them the city's most famous denizens. Thousands of structures have been destroyed but damage assessments are just beginning. More than 180,000 people are also under evacuation orders in the metropolitan area, from the Pacific Coast inland to Pasadena, a number that continues to shift as new fires erupt. Late Wednesday, a fire in the Hollywood Hills was scorching the hills near the famed Hollywood Bowl and Dolby Theatre, which is the home of the Academy Awards. That fire had been largely contained without damage to Hollywood landmarks. Here are how the fires are impacting celebrities and the Los Angeles entertainment industry: Stars whose homes have burned in the fires Celebrities like Crystal and his wife, Janice, were sharing memories of the homes they lost. The Crystals lost the home in the Pacific Palisades neighborhood that they lived in for 45 years. "Janice and I lived in our home since 1979. We raised our children and grandchildren here. Every inch of our house was filled with love. Beautiful memories that can't be taken away. We are heartbroken of course but with the love of our children and friends we will get through this," the Crystals wrote in the statement. After her learning her Pacific Palisades home was lost in the fires, Melissa Rivers says she was... Read More