Harnessing the digital out-of-home portfolio of NBC Everywhere, as well as other out-of-home assets in cinema, billboards in the top three markets, onboard American Airlines, even sponsoring Highway 10 in Los Angeles, NBC’s message of Leno’s special brand of comedy was hard to miss.
via MediaWeek.
Hard to miss? Maybe for MediaWeek writers and other industry insiders.
While NY, LA and Chicago comprise about 14.5% of the US TV HHs, I doubt the billboards (or whatever promotion is on the LA highway) are visible to any more than a tiny fraction of the residents. They're obviously intended to reach TV industry insiders and not viewers in general. But that generates media attention that just might reach actual viewers.
I was just on the 10 yesterday and didn’t notice any sort of promotion. Maybe I had to go further west than the 405?
Since moving to LA I’m still shocked by how much TV shows and movies are promoted over here. I’ve lived in NY and even there it wasn’t as congested with billboards for new shows. (And in NY the billboards for movies will usually be months old. I haven’t spotted a single outdated billboard since getting here.)
I was in the grocery store and there was a Leno Sign on aisle 10. I didn’t see the billboard on the 10 though.
Julia, not surprising, I wouldn’t expect that The Jay Leno Show is unique in its industry insider promotional efforts. An even more insider promotional effort are the billboards on Hwy 101 between San Jose and San Francisco promoting technology companies/products that are of interest to only a very, very tiny fraction of the people passing by. At least the entertainment promotion targeted at insiders in LA has umbrella benefits for regular fans too.
So everything is now about Jay Leno? Good. Feels like Friends reunion with Seinfeld on a stage of Cheers.
Went to see “Extract” last week in Joplin, Missouri, of all places, and there was a Leno ad in the Digital Preview before the movie. Don’t know if it was effective. The jokes were not funny (and Leno has to be funny some of the time) and the laugh track (actual audience…hard to tell…just sounded canned) was even more annoying in digital sound in the movie theater. I guess it gave some exposure to people who don’t watch any NBC owned networks. For me it was just odd. It is always odd when a TV show is promoted before a film.
I saw a preview of The Jay Leno Show before The Hangover about a month ago. It was a pretty good ad IMO.
Used to live in Westwood and always saw plenty of industry promotions on billboards. IMAO the promotions to industry insiders seems to be more about ego boosting rather than effective promtion to the actual audience. Most of the actual viewing audience does not live in LA, NY, or ChiTown and most viewers are not swayed by industry machinations.
The 10?
That’s one of those freeways that I go out of my way to avoid. Sounds like I’m really missing out.
@ Bill Gorman,
“I wouldn’t expect that The Jay Leno Show is unique in its industry insider promotional efforts”.
Very true! Anyone who has had to pass through the City of Industry (east of Los Angeles) will have seen a lifetimes worth of billboards for adult dancing establishments.
That’s one of those freeways that I go out of my way to avoid.
That pretty aptly describes every freeway I have come across in LA. It’s why I do my best to never go further west than I can get via subway.
What’s the old industry joke?
A Marketing Director in a board meeting reviewing spending states “I know I’m wasting 50% of the Marketing Budget”
The CEO ask’s “Well why don’t you do something about it?”
The Marketing Director replies “I can’t tell which 50%”
@Julia
The I15 out of LA is the best Freeway out of LA, it goes to Vegas, else PCH to Monterey is a great drive.
they got his picture on the popcorn bags at the local moving picture cinama
i think its an AMC theatre or something like that
Wow, did anyone watch the Jay Leno interview at halftime of SNF? Awkward and totally unfunny…
I can’t be the only one already sick of Jay Leno (and the show hasn’t even aired yet!), can I?
Seriously, this thing is getting almost as much as hype as Glee.