USA Network is readying the kind of marketing push normally reserved for first-run shows to support its acquisition of reruns of the popular ABC comedy "Modern Family," reports Jeanine Poggi in Advertising Age.
"There’s a lot riding on ‘Modern Family,’ which the network acquired in 2010 after its freshman season on ABC for a reported $1.4 million per episode. It premieres on USA Sept. 24. It will air five nights per week in prime time and serve as a platform for USA to launch its own original comedies," Poggi writes.
The network is planning a 14-week marketing push that includes on-air, digital and on-the-ground promotions, the piece notes.
USA is calling fans of the show "Mofys," a nickname that reminiscent of the network’s calling its "Psych" superfans "Psychos," the piece adds.
The network will use Mofys in TV spots called "Mofy Anonymous" or "Mofy Testimonials," and will search across the country for a real "modern family," the story reports.