Sony's '2012' Spot Blankets TV Homes
Sony will air a two-minute commercial for the movie Oct. 1, between 10:50 p.m. and 11 p.m. EST/PST, covering a massive 90% of all homes watching ad-supported television: broadcast, cable and/or local TV. Nielsen Media Research says the number of TV homes for the 2009-2010 is 114.9 million.
Overall, Sony hopes to pull in 110 million viewers as a result of the stunt. By comparison, the 2009 Super Bowl pulled in 98.7 million viewers -- a record.
The massive media deal breaks down this way: The three broadcast ABC, CBS and NBC (Fox doesn't air during this the time), 89 ad-supported cable networks, local TV stations in the top 70 markets, and Spanish-language networks. This equates to some 450 TV outlets in North America.
The movie, starring John Cusack and Amanda Peet, is about a global event that brings an end to the world and only leaves a few survivors behind. It will be released on Nov. 13.
In addition, Comcast Corp. will partner with Sony, launching a multimillion-dollar promotional campaign on its cable networks and online to hype the roadblock.
An extended five-minute version of the trailer can be seen on Comcast's video-on-demand service, Comcast on Demand, and online via its Fancast.com site.
In a release, Marc Weinstock, president of worldwide marketing for Sony Pictures, said: "Since it appeals to such a broad audience, we wanted to launch our campaign in a way that would make an impact."
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One thing to keep in mind with your Super Bowl comparison is the fact that the 98.7 million viewers you cite is based on the "average minute" of the entire telecast. Near the end of this very close game the audience in some of the individual minutes was in the neighborhood of 105 million.
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