When Advertising to Advertisers Invades the Public Sphere
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Advertisers InvadesAdvertisers Invades
the Public Spherethe Public Sphere
Picture it. April 2008. The Great Recession is
well underway and network upfronts are a few
short weeks away.
In a climate where the unemployment rate is
steadily increasing and consumers are tightening
their belts, how does a network tout the
spending power of its audience to potential
If you’re a network exec at Bravo or Oxygen,
there’s no need to worry. Your audience
consists of Affluencers, trenders, spenders and
During the 2008 upfronts, Bravo and Oxygen
launched campaigns to rave about the spending
power of their audiences.
In a bold move, they took their message beyond
the pages of trade magazines like Ad Age.
They took their message to the streets in the
form of subway ads.
2008 Upfront Ad
Pardon the blurriness.
This subway poster
• High recall
• Intent to purchase
• Word of mouth
• Pays attention
• Engaging content + Cable’s best audience = POWERFUL ROI
What other straphangers
had to say
• “Wow. Every once in awhile, you get to see behind
the curtain.” – Rxb
• “Media buyers live in my nabe?” – carynsolly