ABC is sexing up its soap operas with a promotion geared to get millennials to watch. Viewership for soaps never rebounded from the coverage of the O.J. Simpson trial, and the audience has evolved
over the years, says Shari Cohen, MindShare president. A TV, magazine and online ad campaign features celebrities outside the world of daytime drama, and portrays the soaps as having
more glitz than prime-time dramas.
Despite dwindling audiences, advertisers like the daytime shows because they attract women in charge of household budgets--who come back repeatedly to
catch up on the latest plot twists.
Read the whole story at Advertising Age »
