MediaBuyerPlanner: MyNetworkTV, just six weeks old, is concerned that its target demographic still doesn’t know that the network exists.
It has renewed a marketing push that will help it attract bigger audiences, executives hope. The network will promote itself in 5,000 supermarkets over the next three months via a deal with sibling unit News America, which specializes in newspaper and in-store promotion, according to AdAge.
The network is also buying additional billboards in markets such as Atlanta, Cincinnati, Los Angeles, New York, Philadelphia, and Portland, Ore., and is involved in a partnership with Wal-Mart stores to promote the retailer’s Metro 7 line of clothing.
Media buyers are being offered the opportunity to buy ads at whatever price will get them in the door, according to sources. One media buyer said one offer had been below the $20,000 level. (AdAge’s pricing data shows that the network is charging between $20,000 to $35,000 for a 30-second spot.)
Related stories:
- Successful WOM Campaigns Include Instore Elements
- Nielsen: In-Store Ads Sway 68 Percent of Consumers
- MBP Overview: In-Store Advertising
- Wal-Mart, MyNetworkTV Team for Apparel Push
- MyNetworkTV Ratings Dismal
- Media Buyers Impressed with My Network TV
- MYNetworkTV Clears 91% of U.S.
- MyNetworkTV Upfront Offers Less Clutter, More Integration
