Toyota: One Savvy Advertiser
June 13, 2007 12:30 PM
There’s a reason Toyota is the fastest-growing automaker worldwide: Not only does it make great cars, thanks to efficient manufacturing, but it also throws around its TV ad dollars wisely.
When TNT airs its premiere episode for the third season of “The Closer” June 18, it will run commercial-free, sponsored only by Toyota, which bought the bragging rights to the opening teaser pod. Smart choice to be the only hawker in cable’s most popular original ad-supported TV series.
And smart move by TNT to lure in new viewers and old viewers of the series with the gift of no ads. Cable nets in particular are notorious for commercial overload, running far more spots and pods than broadcast nets. I actually gave up on some cable show I was watching in real time when, four minutes into the show, a pod with five ads appeared. And that pace of four minutes of programming and a blast of spots continued, totally turning me off. What a dunderheaded way of sucking a new viewer into a show. A click and I was out of there.
And all of the cable nets do it, including TNT, to one extent or another. So the burning question today is which cable net is most guilty of commercial overload?