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July 2008 - Strategy Magazine
Fall TV preview

Channelling the demos

by Samantha Yaffe
page 47

The increasingly consolidated specialty marketplace can be a good news story for marketers - if they see the glass as half-full rather than half-empty. Sure, there's less competition, which means higher rates and a supplier's market, but bulk buys and multi-platform, multi-channel cross-promotions can also mean a better return on investment and some heavy-duty brand exposure, not to mention the convenience of one-stop shopping.

With ownership narrowed down to three main players (Canwest, CTV and Corus) after Canwest gobbled up Alliance Atlantis and CTV absorbed CHUM, it's anyone's bet what next year's upfront will look like. But for now, the specialty buy remains key, accessible and exciting, with the three amigos offering the now-expected stable of basic advertising opportunities - branded entertainment, sponsored events and programming blocks, billboards, campaign integration, contests, promotions, brand sell ads, etc. Here's a listing of the nets and what they can offer.

(AMA source: BBM/NMR Mon-Sun 6a-6a 07-08)

WOMEN

W NETWORK

(Corus Entertainment)

AMA: 49,000 (2+), 8,000 (W18-34), 20,000 (W18-49), 21,000 (W25-54)

Watched by over 10 million viewers in an average month, W Network is designed to meet the entertainment needs of women with programming that's smart, modern, informative and lighthearted. Known for seamlessly blending products with content, W Network has been able to connect with its audience in unprecedented ways. Through such research tools as The Her Report, W Network keeps in tune with the changing priorities of women as consumers and TV viewers and provides advertisers with unique insights and opportunities.

Viewer profile: With a primary target of women 18 to 34, followed by W18 to 49 and W25 to 54, the channel reflects the interests of female viewers who want to kick back, laugh and learn. Some of their interests are lofty, but for this group TV is firstly an entertainment outlet.

Programming with buzz Gok's Clothes Show

A battle of the high- and low-priced clothing budgets, this one-hour U.K.-imported series pits fashionista Gok Wan against a guest designer to come up with a winning outfit.

Supersize vs Superskinny

In this U.K. import, dieters from both ends of the spectrum are put in an environment where they prepare meals for each other for five days. They then go on a three-month eating plan before returning for a final weigh in.

SHOWCASE

(Canwest Broadcasting)

AMA: 38,900 (2+), 22,100 (A25-54)

Reaching viewers in seven million homes, Showcase is the destination for boundary-pushing series and movies from Canada and around the world. Integrated sponsorships, display ad media, video pre-roll, contests and creative marketing opps are available at showcase.ca, which reflects the same no-apologies-necessary attitude. Digital media plans for showcase.ca include an emphasis on full-episode streaming of popular drama and comedy programs, engaging original video content, show sites supporting major programming and the Sideshow blog, an irreverent daily take on the worlds of TV, film, gaming and all things pop culture.

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