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Will Consumers Bite Into This Promo?

Mar 1, 2004  •  Post A Comment

Food Network is trying a new recipe to whip up juicy ratings for “Iron Chef America: Battle of the Masters,” airing April 23 to 25. In its biggest marketing push ever, the network will spend “multimillions of dollars,” according to marketing VP Adam Rockmore. Most spending will be in the top 10 markets, with the bulk used to air 30-second commercials on cable and 60-second spots on radio. Food Network will also buy billboards and other outdoor ads in New York and L.A. Local radio stations will hold promotions in which listeners get a chance to win a trip to Las Vegas to eat in Food Network show host Bobby Flay’s restaurant. Mr. Rockmore said the network is pouring on resources because “Iron Chef” has proved to be the channel’s top-rated event, drawing a 1.9 rating. With added support, he said, “This could be huge for us.” At the same time, because “Iron Chef” is not simply a recipe show, it helps the channel broaden its audience. “These special programming events change the perception of the network,” he said. “`Iron Chef’ is one of those shows that consumers who haven’t watched the network much say, `Wow, I didn’t know you had that; if I’d known you had that I would have watched your network.”’ Sponsors signed so far include Labatt and SBC Communications.