Chuck – Subway Deal Unlikely To Be Widely Copied
Those interested in some of the details about the Chuck-Subway “partnership” should check out an interesting detail piece in today’s Advertising Age. It’s main point being that such deals are not likely to become the norm in TV advertising.
“The degree of difficulty to make this work is really high,” said Tony Pace, chief marketing officer of the Subway Franchisee Advertising Fund Trust, the organization that orchestrates the sandwich chain's marketing and advertising.
Indeed, recent history bears him out. As much as advertisers say they want to establish deep alliances with individual programs, focusing less on buying across TV networks and more on specific shows that bring in the most likely audiences to sample their goods and services, the old rules simply aren't giving way as quickly as some might like.
via Advertising Age.