“Youth interest, cartoons, comedy, and game shows”
Nick at Nite is a specialty channel that offers shows that are aimed at youth and family. It is also a program available on superstations so it carries national advertising and it is relatively inexpensive so many homes can afford this cable option. This allows many large marketers to purchase one single media and advertise to reach that large numbers of viewers across the country.
The program generally consists of reruns. The show I watched was The Nanny, and before that was George Lopez. During this time of night, I believe the ads were aimed at the older, family oriented type viewers. Marketers place ads here to reach this specific target markets with this particular life style; parents who are home on a Friday evening watching family shows with their children. This draws in more advertisers who look to narrowcast to reach this particular market.
This particular show has a dual revenue stream that is supported by both subscriber fees and ad revenue. The marketers who purchase spots here are major advertisers such as McDonalds, Toyota, Snickers, etc. throughout the 30 minute program I watched, I noticed that every time it goes on commercial, they showed at least 10 different commercials and none of the 30 commercials were repeated. 3 sets of 10 commercial during the show, 10 commercials before the show, and 10 commercials after the show, that is at least 50 different commercials aired.
McDonalds
Creative:
Focusing on hunger need by showing the juicy burger dripping with chipotle sauce.
Style:
A normal dining experience at McDonalds with the hunger need in mind.
Objective:
A 30 second commercial that starts off with the view all angles of the juicy Angus beef sandwich and taking a huge bite into meaty sandwich.
Length & Format:
Targeted at the subculture of young adults, African American that loves meaty Angus beef. Also, the jingle that states how bold the taste is and how it is best to have loved it one than to have never loved it at all.
Toyota
Creative:
Like a snake, the new car is underneath the old car skin, reviewing the new cars for 2011.
Style:
Every style of car is for every busy individual on the go.
Objective:
Showing that Toyota has a new look and a new reputation. The song is encouraging also. The objective here is to reach people with family, and young adults with active life styles. Beaches and restaurants are indicating that they are seeking a social class of and affluent upper class generation y.
Length & Format:
It runs about 30 seconds and it is for the people on the go who don’t have a lot of time to watch commercials. As it starts with a different car and it changes with different target market with different life styles.
Snickers
Creative:
This commercial was aimed at peanut butter lovers, but in a creative way to bring out the hunger in all of us as sharks.
Style:
Office type of a shark focus group.
Objective:
For chocolate lovers and working class. If you like peanut butter and chocolate, you will love peanut butter and Snickers, the peanut butter squares. In other words you can taste the Snickers inside these peanut butter squares. The style is definitely to capture the attention of the audience. My selective retention from this commercial was the very end; I just remember “peanut butter squares.”
Length & Format:
Covers the working class and the script was written as a taste trail for a focus group and turns out it was very delicious that they want another bite.
Here is link to Comcast Spotlight’s viewers profile for Nick at Nite.
List of the commercials I saw during the show:
1. Franchetta Pizza – family will love
2. State Farm Insurance – savings
3. McDonalds – Angus Beef, “great huge beef taste”
4. Chevy – Malabo
5. Allevia – Cold Sore
6. Kellogg’s – Special K
7. Yoplait – Light
8. Quaker – Chewy for kids
9. “Take me home tonight” movie preview
10. Snickers – Peanut butter squares
11. K-mart – Smart
12. Toyota
13. Almond Joy – Candy bar
14. Kelvin Klein – Euphoria
15. Longhorn Steak House – Family and affordable
16. Dish Network – “What you want for less”
17. Chex Mix
18. Shout – “wash family laundry in one load”
19. “The Roommate” movie preview
20. Air Optic – One month free trail
21. Foundation of a better life – Everlasting lover (family)
22. Campbell Soup
23. Subway – $5 foot long
24. “Rango” movie preview
25. Disney – family vacation
26. Sunny D – moms & kids
27. Kia
28. 3Musketeer – Light weight, less fat!
*Not including the two I didn’t list because I went to get a drink.
No comments:
Post a Comment