Court TV Says It Has Delivered on Engagement Guarantees

Mar 29, 2006  •  Post A Comment

Court TV, which during last year’s upfront made guarantees to advertisers that it would deliver viewers who not only watched but paid attention to commercials, said Tuesday that it met or exceeded its promise on 97 percent of its schedules in the fourth quarter.

During an upfront breakfast for the press in New York, Charlie Collier, Court TV’s executive VP and general manager for ad sales, said, “We delivered against the innovations that we brought to the marketplace last year. It worked and it worked well.”

Court TV made its engagement deals with clients of four ad buying agencies: Starcom MediaVest, Carat, Mediaedge:cia and Magna Global.

To be engaged, or to react to the ad message, viewers first have to be involved. In one of its deals, Court TV calculated involvement by multiplying the retention of viewers through commercial breaks by the percentage of viewers who said they paid full attention to programs on the network.

Mr. Collier said Court TV is engaged in further research to get closer to a formula to measure the return on investment for a client’s advertising dollars.

At the meeting, Court TV General Manager Marc Juris listed a number of shows that will be added to the network’s schedule, including its first scripted show, “Til Death Do Us Part,” which traces a marriage from “I do” to “He (or she) did it.” The program is hosted by John Waters.

Mr. Juris also said Court TV is also launching a broadband channel called Seriously RED, devoted to the network’s RED prime-time block of action shows. The shows air at 8 p.m. (ET). Court TV said the network is ranked eighth among cable networks in 18 to 49 viewers during the time slot. The broadband site will feature premieres and outtakes from the shows, as well as original content including short-form documentaries.