'In The Moment' Media Buying

MediaLife's George Simpson discusses an interesting media buying strategy AIG is implementing right now. The company has purchased time only in the overtime portion of professional and college football assuming viewership will be at its highest during that crucial segment of the games. Calling this "circumstantial spot buying," George suggests several scenarios:

  • Kleenex targeting shows where a loved one dies unexpectedly or a bride is left at the altar, or where the Cubs blow yet another lead in the late innings. (The NY Giants broadcasts are already sold out to a suicide help line.)
  • Used car dealers buying spots on news programs that report on corporate executives going to jail, forced to auction off their personal assets to cover massive fines. Hey, everybody likes a bargain.
  • The Episcopal Church grabbing up shows where girls talk to God or weird carnival guys heal crippled kids. Why not be there with a welcoming message when viewers ponder, "Humm, maybe there is a God."

He goes on to suggest McDonald's get in on the action finding shows where the phrase, "I'm loving It" is uttered and to do so before the campaign dies a fast death. He's got a lot more suggestions to. They're funny but they are not all crazy either.

by Steve Hall    Oct-23-03   Click to Comment   
  

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