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Anheuser-Busch is adding more cable networks to its buy in order to make a splash with women.
The beer superpower, known for a loyalty to sports broadcasts, has more than doubled the cable networks it uses, going for such gal-friendly programming as TLC, Discovery and Comedy Central, according to MediaPost. Guys will still be treated to heavy doses of ESPN and the History Channel, because it’s well documented that no man can resist football highlights or a WW II documentary.
70 percent of AB’s budget will stay with sports programming even as it cuts its TV allocation from 75 percent five years ago to 59 percent today. AB spent about 813 million on ads in 2006, which was down more than 11 percent from the year before.
As television has waned, in-stadium marketing has become more critical in the AB media mix. AB has a mighty presence in stadiums such as the world-champion Boston Red Sox’s Fenway Park and the University of Phoenix stadium in Arizona, home to the Patriots’ recent tragic season ender. The signage is not only powerful for the reach it has for onsite spectators but also because it’s frequently featured during TV coverage of the contests.
The beer brewer generally stays clear of the upfronts because the company believes projecting the next 12 months of brand support needs is challenging. AB has committed to the upcoming Olympic Games in Beijing.
Clear Channel Radio will keep pres and CEO John Hogan on for at least five more years, and has promoted four members of its senior management team.
On the ops side, Mark Kopelman and George Toulas have been promoted to…
Sports Illustrated has created an online auction, powered by eBay, to sell some of its inventory across print, digital and events media in order to give the sales force more time to sell more effectively.
Parent company Time Inc. hopes…
Today, FreeRange launched its Mobile Publishing Platform, which boasts clients like PaidContent, Fierce Markets and The Wall Street Journal Digital Network.
The platform serves mobile coverage and branded content across BlackBerry, iPhone, Windows Mobile, Symbian and Palm devices, writes MarketingVOX.
Content is…
ABC may have a tough time keeping its No. 1 slot in the upcoming fall season. Fox, which has handily beat the competition in recent years in the later part of the season thanks in large part to hits like…
Advertisers will spend $505 million on online video advertising in 2008, according to a downward-revised projection by eMarketer, which said the significant drop was “due to changes in methodology, based on historical data from the Interactive Advertising Bureau (IAB), eMarketer’s benchmark…
Young Hispanics want social media that’s delivered in a bilingual environment, says Boston-based social media company Communispace.
The company reached that conclusion via a study of 1,000 consumers that looked at how Hispanic consumers participate in web-based forums. The study…
