Court TV Integrates Vacuum Ads

Jan 31, 2005  •  Post A Comment

Vacuum cleaner maker Bissell is turning to Court TV to promote its Fab Floor Giveaway contest.

An integrated ad package helped make Bissell a first-time advertiser on Court TV, said Charlie Collier, executive VP of ad sales.

As part of a first- and second-quarter ad buy, Court TV is running co-branded spots urging viewers to tune in to “Forensic Files” through early February. During those episodes, Bissell is airing product ads along with special ads urging viewers to go to the Bissell Web site to try to win a wood floor worth up to $10,000. During the show, Court TV is running run on-screen announcements telling viewers to look for instructions on how to enter the contest.

“It’s a pretty integrated promotion,” said Mr. Collier, who declined to reveal how much Bissell paid for the exposure. “We’re really working with Bissell to make sure we promote people into specific shows, and knowing we retain more of the audience through the break than any other cable network we’re trying to promote to their message.”

Last year Court TV did a promotion for another vacuum cleaner maker, Eureka.

“I think we’ve done better and better against all categories,” Mr. Collier said. “I wouldn’t be surprised if that and the research we showed them” convinced Bissell to promote its giveaway on Court TV, he added.