In Depth
‘Gossip’ Hopes to Get Its Groove Back
The CW Tries Steamy Ads to Win Back Targeted Viewers
What to do when you really need to get attention in a blogosphere world? Rely on sex and just a whiff of profanity, of course.
“Gossip Girl,” despite lackluster ratings, is still the flagship program of The CW. As such, the fledgling broadcast network really needs to succeed in tempting viewers back to watch the first new episodes of the salacious teen drama since the writers strike.
Ads, online video promotions and outdoor billboards will feature Serena, Nate and other characters from the program locked in passionate embraces, with the text message “OMFG” superimposed on top. The initials might stand for “oh my frickin’ goodness,” suggested Rick Haskins, CW’s exec VP of marketing.
The show, which returns to the air April 21, has not had an original episode air since Jan. 9, due to the writers strike. The strike has proved to be especially hard on shows that rely on a continuous storyline to pull the audience back week after week. The goal is to spark more interest from viewers 18-34.
The network is “using the vernacular that they use on [text messages] all the time when they are talking with everybody,” Mr. Haskins said. “That’s kind of what we like about this. We really are speaking the way our audience speaks.”
Not in all cases. In some instances, the “F” will be removed from the ads, which may just read “OMG” or use an emoticon that signifies the same thing. The letter and what it stands for isn’t appropriate for some weekly magazines and even The CW’s own air. The F will have a stronger appearance on cable and online.
Sparking chatter about “Gossip Girl” is a crucial task for CW, which has had few breakout hits this season and finds one of its other popular shows, “America’s Next Top Model,” growing long in the tooth. “Gossip Girl” brought in $28.2 million in ad dollars in 2007, according to TNS Media Intelligence, attracting such marketers as Procter & Gamble, L’Oreal, Target and Johnson & Johnson.
Ratings for the show’s original episodes have slipped since it first debuted Sept. 19, according to Nielsen. The premiere episode notched about 3.5 million live or same-day viewers. But the last original episode only secured about 2.3 million, and the program’s audience dipped as low as around 1.8 million on Dec. 19.
Media buyers see “Gossip Girl” as a viable avenue to reach younger consumers, who are often hardest to reach and yet most influential. At the same time, the program’s ratings are cause for concern, said David Scardino, entertainment specialist at independent agency RPA.
“It doesn’t seem to have gained any real traction” in the ratings, he said, though the network has boasted of the reach “Gossip Girl” has online and in other digital means.
CW has announced that the program has been renewed for next season.
“Gossip Girl” is also home to a wide-ranging product-placement deal with Verizon Wireless. Verizon won a four-way battle among the nation’s biggest telecommunications marketers—including Sprint, T-Mobile and AT&T—to nab its multimillion-dollar role in the show.
The new promotional effort, created by agency 72andSunny, Los Angeles, aims to spark buzz—and not just because it shows TV stars in make-out sessions and bedroom scenes. CW’s Mr. Haskins said the ads feature scenes of the “Gossip Girl” crowd from previous episodes and even tease scenes from the next original.
The ads are set to appear on billboards in New York’s Times Square and in Los Angeles; on MTV, VH1 and E!; in celebrity weeklies such as People, US Weekly, Entertainment Weekly and In Touch; and online on MySpace, Yahoo and Facebook.
Leave a comment
Comments 25
Girl in Lace Tights
Round about 6,600,000,000 people in the planet, 75% are aquainted with the new testament. One human being advertising in just one country, set up that, through word of mouth. Bloggers of today have the technology with which to reach all of those people, all this at your fingertips, you can change anything, go for it bad boys!!!!!!
Brenda Frazier
I can't help but think there presently exists more essential aspects toward which we should be directing our interest as well as our options. What number of paper pages are diminished with full-color photographs of numerous celebs, and exactly how much bandwith is thrown away daily by constant ramblings of high profile groupies?
nfl kids jerseys
iPods (classic & touch), the Ibiza Rhapsody, etc. But, the last few years I've settled down to one line of players. Why? Because I was happy to discover how well-designed and fun to use the underappreciated (and widely mocked) Zunes are.
Lidia Sockwell
"The White House said President Barack Obama found the remarks "utterly outrageous and offensive" -- mostly as Ahmadinejad directed them in New york City, from where the World Trade Center towers collapsed because of the the Sept 11 attacks." ~~~~~~~~ And yet he still believes it is really all right of the Imam to get a Mosque there ? ? ?
Jerry Buckbee
Lindsay Lohan “I’ve in no way abused prescribed drugs. I never have – never during my life. I've no desire to. This isn't who I am,” Lindsay Lohan says. “I’ve admitted to the things that I have done – to, you will know, dabbling in some things and trying things ’cause I felt youthful and wondering and believed that it was like, o . k ., ’cause some friends were doing it and other people place it in front of me. And I see what materialized in my life due to the fact of it.”
Fred Manz
one....
KnockOff Handbags
Some people might think that the prices are wrong to always cheaper. However, some of them are very costly for the excellent use of materials and craftsmanship. For example, replica Gucci Knockoff Handbags would be between $ 200 and $ 300. This is no small change by any means. But the real have a much higher price of $ 800, on. Therefore, the decision to buy a replica of an often substantial differences in prices.
Free Porn
Neat blog layout! Very easy on the eyes.. i like the colors you picked out
Make Money Online Right Now
Hello, I just wanted to take the time to make a comment and say I have really enjoyed reading your blog. Thanks for all your work!
Debt
This is the best blog I've ever seen in my life! I really appreciate you taking the time out of your busy day to share your this with everyone.
Designer Knockoff Handbags
It’s a free country, they say. Celebrate our independence, they say. Well, I for one party, but I think you do not have to need Designer Knockoff Handbags, to know to appreciate the freedom and do what I’m not the best way to demonstrate independence to say.
Jerri Gruiger
Thanks for your insight for the great posting. I am glad I have taken the time to see this.
Buy Backlinks
Amazing freakin blog here. I almost cried while reading it!
garage door openers comparison
Kudos for the great piece of writing. I am glad I have taken the time to read this.
bent
keep going
ken
keep
Backlinks
Nice!! Great Ifo. Great People. Great Blog. Thank you for all the great sharing that is being done here.
Link Building
I love the expression. Everyone needs to express there own opinion and feel free to hear others. Keep it up :)
Link Building Services
Dreamin. I love blogging. You all express your feelings the right way, because they are your feeling, focus on your blog it is great.
Backlinks
Love the blog here. Nice colors. I am definitely staying tuned to this one. Hope to see more.
Tyson F. Gautreaux
I like that! Also check out http://www.kmusikonline.com
Get Backlinks
Wow, amazing blog layout! How long have you been blogging for? you make blogging look easy.
Seo Services
I would like to start my own blog one day. This was a really nice blog that you made here. Keep up the success :P
Link Building Services
You make blogging look like a walk in the park! I've been trying to blog daily but I just cant find writing material.. you're an inspiration to me and i'm sure many others!
Buy Backlinks
Interesting thoughts here. I appreciate you taking the time to share them with us all. It's people like you that make my day :)