Around the Net

CW Unveils 'Cwinger' In 'Gossip Girl'

  • Ad Age, Tuesday, April 21, 2009 10:15 AM
Starting April 27, CW will air new ads that travel with the 18-34 audience they target. The network intends to unveil its first "cwingers," ads that push viewers to move from TV to online and then back again, in "Gossip Girl." Unilver's Dove, set to release a new body wash aimed at women 20something, will sponsor video vignettes about four real 20-something women who once lived lives similar to the characters in the popular private-school drama.

The trade magazine notes that "cwingers" represent an admission from broadcast networks that their audiences are not always consuming TV entertainment. A recent study of media-consumption habits found that consumers between the ages of 18 and 34 take in an average of eight-and-a-half hours of media overall, with 210 minutes -- about three-and-a-half hours -- devoted to live TV. This demo devotes more time to the Web and DVR playback than baby boomers.

Each of the videos, which will run under the heading "Gossip Girl: Real NYC Stories Revealed," will introduce a new story in a 90-second ad on broadcast TV. Jessica Szohr, who plays outsider Vanessa Abrams on "Gossip Girl," will host the vignettes.

advertisement

advertisement

Read the whole story at Ad Age »

Next story loading loading..