Exorcism …. the word conjures up visions of pea soup being vomited across the room. Last night the live broadcast #Exorcism aired on Destination America. So I watched this live train wreck of a show. I mean who the hell doesn’t like to see a good exorcism every once in a while. Frankly, I could care less of whether the boogie man exists, if a house is possessed or whether the dead can talk beyond the grave.
Actually, what intrigued me the most was who would advertise or potentially sponsor such a program. It’s not everyday you can say “proudly sponsored by …” on a show which might have some guys head doing a 360 degree turn while demons escape from his body.
My gut told me the advertisers would be company’s which tend to be direct response oriented… low priced/high volume of spots with possibly some local stuff thrown in — car dealers pushing end of the month sales, etc.
Drum roll… those which were advertising included: Geico, Jimmy Dean, Bass Pro Shops, US Army, Reese Peanut Butter Cups, Fiat, Select Life Insurance, Proactiv, Sylvania Car Light Bulbs, Pampers, Little Caesars, Thermo Spas, Dish Network, Subaru, etc. etc.
My thoughts… great placement for the high volume/low cost spot providers — Insurance, US Army, Caesars, Dish, Proactiv, etc. The content was crazy appealing (to the right demo), kept people glued to the TV to see what the whole exorcism would entail.
What I questioned were Fiat and Pampers. The brands don’t seem to fit the programming.. there big brands, targeted niche markets, etc. The only thing I could think of is with Pampers you could make the leap to “crapping in your pants” from being so scared.
The show was a total bust, but honestly I think the brands who advertised got their money’s worth.
Scott
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