October 13, 2008

Everything Old is New Again

Filed under: Advertising — Emily Reeves @ 7:12 pm

Remember the days when news anchors did the advertisements too?  I don’t.  But, I have seen video of it.  It seems that in our days of DVR, television shows are trying to find new ways to generate advertising revenue from those advertisers who are trying to avoid being fast-forwarded.  Jimmel Kimmel Live now has its host (Jimmy Kimmel) giving live ad-lib commercials to those who pay.  This is brilliant.  You can read more detail here.  This “new” technique is so popular that the show is almost sold out through the end of the year.  And, according to IAG Research:

“‘They are a good story for both the networks and for advertisers,’ says Rachel Mueller-Lust, executive VP of the network division. Mueller-Lust explained that IAG tracks ads shown alongside live commercials and those that aired standalone without any reference to program content. Live commercials coupled with a media buy give a huge lift to brand recall. ‘It is a very successful approach,’ Mueller-Lust said.”

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