CW Shifts Its Marketing Strategy

Aug 22, 2011  •  Post A Comment

The CW is planning to expand beyond its traditional base of women 18 to 34 years old, with new shows "Ringer" and "Hart of Dixie" aimed at helping the network appeal to other age groups, reports B&C.

"Our bread and butter is women 18-34 and to deny that is a mistake," new CW President Mark Pedowitz said at the recent Television Critics Association press tour. "But what we do want to do, which ‘Ringer’ and ‘Hart of Dixie’ provide us the opportunity to do, is to invite more 18-34s in, plus allow other people and other age groups to come sample us."

To achieve that goal, the network will take a different approach to marketing the shows, with "Hart of Dixie" getting a "Southern-fried" media plan that will target viewers in the South and Midwest, according to The CW marketing executive Rick Haskins.

"The South does very well for us, we have very strong affiliates and we think that this is really a good opportunity for us to take advantage of that with a show that they are dying to see," Haskins said. The campaign will include top-50 country radio stations and Country Weekly magazine, as well as aerial banners over NCAA football games in Southern states, the story says.

"Ringer" will focus on star Sarah Michelle Gellar for its marketing, making a broader media buy than The CW has usually made, the story says. That means spreads in large-circulation magazines such as People, as well as ads on cable including BBC America, the piece notes.

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