Fox is hungry for a different kind of advertising dollar.
The Fox Corp.-owned broadcast network has thrived for years on outlays from movie studios and fast-food chains, but in 2023, it’s looking to expand its relationship with something that might be more hearty. Armed with its recent launch of the Studio Ramsay Global with celebrity chef and entrepreneur Gordon Ramsay, Fox is eager to court more food advertisers and marketers who are eager to woo consumers who like food experiences.
“We are really the only broadcast network with any food-related programming, over 80 hours a year,” says Suzanne Sullivan, executive vice president of ad sales for Fox Entertainment, in an interview. Fox hopes the combination of Ramsay’s shows on its broadcast network; a new spate of short-form content that will be available on YouTube; and the launch of a Fast channel that makes use of Ramsay’s many shows...
The Fox Corp.-owned broadcast network has thrived for years on outlays from movie studios and fast-food chains, but in 2023, it’s looking to expand its relationship with something that might be more hearty. Armed with its recent launch of the Studio Ramsay Global with celebrity chef and entrepreneur Gordon Ramsay, Fox is eager to court more food advertisers and marketers who are eager to woo consumers who like food experiences.
“We are really the only broadcast network with any food-related programming, over 80 hours a year,” says Suzanne Sullivan, executive vice president of ad sales for Fox Entertainment, in an interview. Fox hopes the combination of Ramsay’s shows on its broadcast network; a new spate of short-form content that will be available on YouTube; and the launch of a Fast channel that makes use of Ramsay’s many shows...
- 3/14/2023
- by Brian Steinberg
- Variety Film + TV
After years of breaking into TV programs with commercials, Pepsi wants to get into a little show business of its own.
“Cherries Wild” represents something different for the glitzy soda marketer, which has entertained viewers for decades with ads starring Michael Jackson, Madonna and Britney Spears. The half-hour trivia game show, backed by Pepsi and Fox and se to air Sundays starting February 14, represents a tacit understanding by a major marketer that it needs new tools to reach people who might be interested in buying its beverages.
“Consumers are in control more than ever,” says Todd Kaplan, vice president of marketing at Pepsi, in an interview. “They have skip buttons. They can DVR-fast-forward. They can pay to eliminate ads with a subscription.” As a result, he adds, “this concept of interrupting content with your message has serious limitations. As fans are consuming, they don’t want to be interrupted.”
The...
“Cherries Wild” represents something different for the glitzy soda marketer, which has entertained viewers for decades with ads starring Michael Jackson, Madonna and Britney Spears. The half-hour trivia game show, backed by Pepsi and Fox and se to air Sundays starting February 14, represents a tacit understanding by a major marketer that it needs new tools to reach people who might be interested in buying its beverages.
“Consumers are in control more than ever,” says Todd Kaplan, vice president of marketing at Pepsi, in an interview. “They have skip buttons. They can DVR-fast-forward. They can pay to eliminate ads with a subscription.” As a result, he adds, “this concept of interrupting content with your message has serious limitations. As fans are consuming, they don’t want to be interrupted.”
The...
- 1/26/2021
- by Brian Steinberg
- Variety Film + TV
Fox is hoping to knit together the seconds-long divide between a TV program and the commercials that support it.
During ad breaks for a few football broadcasts, tomorrow’s run of the Emmys and Wednesday’s season premiere of “The Masked Singer,” the network will kick off ad sessions with special show promos that display artistic renderings of various soon-to-launch Fox programs crafted by influencers using a Samsung Galaxy Note 10, which comes with an “S-pen” stylus. Among the Fox programs getting the sketch treatment are the first-responders series “9-1-1” and the popular music drama “Empire.”
“It’s not about the retail message. It’s not about a sale,” says Darren Schillace, executive vice president of marketing at Fox Entertainment, in an interview. “You are seeing an artist start to sketch something and you want to see what’s being drawn.”
Getting TV viewers to stick around for the commercials...
During ad breaks for a few football broadcasts, tomorrow’s run of the Emmys and Wednesday’s season premiere of “The Masked Singer,” the network will kick off ad sessions with special show promos that display artistic renderings of various soon-to-launch Fox programs crafted by influencers using a Samsung Galaxy Note 10, which comes with an “S-pen” stylus. Among the Fox programs getting the sketch treatment are the first-responders series “9-1-1” and the popular music drama “Empire.”
“It’s not about the retail message. It’s not about a sale,” says Darren Schillace, executive vice president of marketing at Fox Entertainment, in an interview. “You are seeing an artist start to sketch something and you want to see what’s being drawn.”
Getting TV viewers to stick around for the commercials...
- 9/21/2019
- by Brian Steinberg
- Variety Film + TV
It used to be simple.
Every May, in the annual ad-sales ritual known as Upfront Week, the major TV networks present their coming programming lineups to advertisers. Since 2007, Tuesday mornings have been reserved for ESPN, which always enlisted various team mascots, cheerleaders and on-air personalities to talk about sports.
No longer. Due to the recent purchase of the bulk of Fox assets by the Walt Disney Co., ESPN will now be part of a multi-network presentation held later in the day. In its place: At&T, the new owner of the company once known as Time Warner. But the freshly christened WarnerMedia won’t unveil a programming lineup until Wednesday. Before the entertainment, At&T wants to talk on Tuesday about consumer data and advertising technology.
Still with us?
Television, one of the easiest media sectors to understand, has suddenly become exceedingly — even maddeningly — complex, and swapping easy-to-grasp chatter about football...
Every May, in the annual ad-sales ritual known as Upfront Week, the major TV networks present their coming programming lineups to advertisers. Since 2007, Tuesday mornings have been reserved for ESPN, which always enlisted various team mascots, cheerleaders and on-air personalities to talk about sports.
No longer. Due to the recent purchase of the bulk of Fox assets by the Walt Disney Co., ESPN will now be part of a multi-network presentation held later in the day. In its place: At&T, the new owner of the company once known as Time Warner. But the freshly christened WarnerMedia won’t unveil a programming lineup until Wednesday. Before the entertainment, At&T wants to talk on Tuesday about consumer data and advertising technology.
Still with us?
Television, one of the easiest media sectors to understand, has suddenly become exceedingly — even maddeningly — complex, and swapping easy-to-grasp chatter about football...
- 5/14/2019
- by Brian Steinberg
- Variety Film + TV
When it comes to commercial breaks, Fox wants to test going extra long or super short.
The 21st Century Fox-owned broadcast network said it will test new advertising formats during three fall Sundays, with Hulu and Verizon serving as sponsors of some of the new commercial ideas. Fox will run five-and-a-half-minute long “Fox Blocks” as well as shortened ad breaks called “Jaz Pods” that contain just two commercials so viewers don’t have to wait too long to get back to the show that attracted them to watch in the first place.
“We believe in the unmatched power and impact of broadcast television, but we also recognize the need to evolve to meet the expectations of today’s viewers,” said Suzanne Sullivan, executive vice president of ad sales for Fox Networks Group, in a statement. “The warm reception from the ad industry to Fox Blocks and Jaz Pods, and...
The 21st Century Fox-owned broadcast network said it will test new advertising formats during three fall Sundays, with Hulu and Verizon serving as sponsors of some of the new commercial ideas. Fox will run five-and-a-half-minute long “Fox Blocks” as well as shortened ad breaks called “Jaz Pods” that contain just two commercials so viewers don’t have to wait too long to get back to the show that attracted them to watch in the first place.
“We believe in the unmatched power and impact of broadcast television, but we also recognize the need to evolve to meet the expectations of today’s viewers,” said Suzanne Sullivan, executive vice president of ad sales for Fox Networks Group, in a statement. “The warm reception from the ad industry to Fox Blocks and Jaz Pods, and...
- 10/12/2018
- by Brian Steinberg
- Variety Film + TV
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