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MediaBuyerPlanner: TV Guide has launched a national consumer advertising campaign tied to the official kickoff of television's new fall season.
The multimillion-dollar campaign, which launches today and runs through November sweeps, positions TV Guide as the brand that helps viewers "get through the week" between episodes of their favorite television shows, Gemstar - TV Guide says. The creative is show-specific, with each ad tied to one of 13 popular fall shows. The ads will air only during those specific shows and will run in the last half of the episode.
The TV spots will appear weekly on the following shows: America's Next Top Model, Brothers & Sisters, CSI, Dancing With the Stars, Desperate Housewives, Friday Night Lights, Grey's Anatomy, Heroes, House, Prison Break, Survivor: China, The Office and Ugly Betty.
In addition to the TV spots, the campaign extends online, with banner and interactive units that are intended to "support the viewer's emotional connection to a show and boost their anticipation of the next episode." The media plan is a mix of high-reach entertainment sites, as well as show-specific pages within the broadcast and cable network sites.
The campaign also includes an out-of-home element, beginning September 28, with a free "Daily Fix" program. The program will see TV Guide giving consumers in select coffee shops in L.A., N.Y. and Chicago free cups of coffee and the current issue of TV Guide to get them through the day and the week.
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