via press release:
ION TELEVISION UNVEILS NEW LOOK FOR THE NETWORK AND
MULTI-TIERED B2B CAMPAIGN INTRODUCING THE ‘IONTHUSIASTS’
NEW YORK (March 4, 2013) – Beginning today, ION Television will launch a multi-tiered B2B campaign that introduces the “IONTHUSIASTS,” announced Chris Addeo, VP, Marketing, ION Media Networks, Inc. To coincide with the launch of the campaign, ION will also introduce its new flagship network logo and graphics package under its established “Positively Entertaining” tagline.
The “IONTHUSIASTS” campaign will be targeted to advertisers through a set of media buys across multiple platforms including print, online and out-of-home advertising. Illustrating the factors that drive ION’s key demos (Adults 25-34, 35-44 and 45-54) to the channel, the network has also designed innovative print advertising featuring a pop-up insert (representing a room in the home of each ION demo) and out-of-home elements that include billboards and subway, bus, and telephone kiosk posters spread throughout the New York, Los Angeles, Chicago, Detroit and Atlanta markets.
Barker DZP, the New York-based agency that developed the positioning and supporting creative, was chosen by the network because “their campaign truly reflected the attributes of our viewers,” said Addeo. “By locking into ‘IONTHUSIASTS,’ we found the perfect moniker that fully represents the quality of our audience and their enthusiasm for the ION Television brand.”
The central component of the “IONTHUSIASTS” campaign speaks to the consistency and frequency of the ION Television viewer, celebrating their impact, influence and engagement with the network. In 2012, the results of two independent research studies conducted by the network verified that ION leads all of cable in adult co-viewing in households watching TV together.* According to the data, ION is also No. 1 in cable for hours watched per viewer, and 69% of these deeply committed viewers are watching marathons on a routine basis.*
“ION viewers are highly engaged and unique in their passion for the network’s programming,” said John Barker, Chief Idea Officer, Barker DZP. “They make an appointment to watch this content live for several hours at a time, which is why ‘IONTHUSIASTS’ is such an appropriate descriptor.”
The “IONTHUSIASTS” campaign builds on last year’s successful B2B campaign, “ION Delivers,” in which ION experienced an impressive 33% Upfront year-over-year increase in revenue and saw its advertiser base grow significantly with 35 new advertising partners.
*Source: Hypothesis-ION Viewer Profile Study: September, 2012
About ION Television
A leading U.S. general entertainment network, ION Television combines high-quality programming and dependable distribution with an attitude of innovation and growth. Its “Positively Entertaining” network brand positioning features a formula of proven series, an expansive catalog of blockbuster movies and a commitment to introduce new original programming. ION Television is one of the fastest growing networks in the nation. A top 15-rated entertainment network among Adults 25-54 and Women 25-54, ION is the only entertainment network with double-digit growth three years in a row. For more information, visit www.iontelevision.com.