FOR IMMEDIATE RELEASE
Employs Alternative Methods to Break TV AD Clutter
Traditional Spots Prove Less Effective, New Magazine Shows
Studio City, CA - A recent
study published in the Journal of Advertising Research found
that the typical American is exposed to over 500 advertising
messages a day. Numbers like that result in ad clutter, and
no medium perpetuates that more than television. Network prime
time is 24 percent advertising content, and, according to
a study by BBDO Advertising, broadcast time devoted to commercial
messages has increased almost two minutes an hour since 1990.
The result: messages that advertisers depend on to reinforce
their brand image become increasingly less effective.
But there?s a new trend allowing
companies, large and small, to cut through the clutter. It?s
a magazine-show format that in each episode takes viewers
behind the scenes of successful corporations. Leading programs
like "Business World News," "Champions of Industry,"
and "Heartbeat of the City" air on network affiliate
stations, cable networks, and even run on airlines, cruise
lines and other venues.
For example, the "BUSINESS
format allows advertisers to move beyond the restrictive 30-second
TV spot and create a more in-depth, dynamic and interesting
profile of their companies, products and brand personalities.
And more importantly, presents viewers with information that
interests, educates and entertains.
A recent episode of "BUSINESS
spotlighted Technicolor, a company that patented film processing
nearly 85 years ago, and is now the world?s largest manufacturer
of prerecorded videocassettes. Viewers were taken on a tour
of the facility and introduced to branches of the business
they otherwise wouldn?t have known about - a luxury companies
are afforded when their spotlights are10 times the length
of the traditional TV spot.
And because "BUSINESS
is the paid advertisement, company spotlights are presented
One look at the recent growth
and other shows in the field have experienced and it?s easy
to see how popular this advertising trend is becoming. "Business
World News" has begun its third broadcast season with
nationwide airings on CBS affiliates and major cable networks
to over 79 million households, not to mention viewers onboard
USAirways, Princess Cruises and SkyWest-Delta connection flights.
Each 30-minute episode takes
viewers behind the scenes of up to six successful and innovative
companies in almost every industry imaginable-ranging from
global conglomerates to Internet start-ups.
Emmy-award winning hosts
and reporters have featured INTEL?s Andy Grove, the top execs
at IBM, Boeing, Motorola and Rhythms NetConnections, as well
as the producers behind the hit TV shows "Ally McBeal"
and "The Practice."
is currently in production
on "Millennial Special" episodes spotlighting companies
that the series? analysts cite as "best poised to solve
the challenges and demands their industries will face in the
21st Century." CEOs, opinion leaders and industry
analysts share their vision and candid opinions on who?s hot
and who?s not, opportunities being successfully exploited
and missed, new products and technologies, breakthroughs,
future challenges, etc.
"We have high standards
for those we spotlight in the series," says Jeffery Goddard,
executive producer of "Business World News." "Candidates
must pass scrutiny of our selection committee and be truly
newsworthy." Goddard is a long-time member of the Academy
of Television Arts & Sciences, a frequent judge for the
Emmy Awards and owner of TVA Productions, one of the West
Coast?s largest independent business television and video
production companies. TVA?s production and news team has won
more than twenty Emmy, Clio, Telly and Aegis awards.
So while ad noise may only
get worse, innovative marketing vehicles like "Business
World News" and others are helping companies get their
message through loud and clear---by turning vision into visuals,
image into income.