• by Staff Writers , September 5, 2008

Finalist - Media Plan

Blake Callaway, vice president of marketing, SCI FI Channel; Dana Oritz, director of off-channel marketing and promotions; Mozhgan Setoodeh, marketing manager. Fallon: Mary Duncan, group media director; Rocky Novak, associate media director; Amber Paukner, media supervisor; Andrea Brazelton, media planner; Adam Chorney, director of connection planning; Matthew Kuzelka, connection planner. Spark: Laura Valentino, associate media director; Matthew Kiszka, media supervisor; David Turman, associate media director; Tracie Jasper, media supervisor. HMI: Benjamin Johnson, account supervisor. New Media Strategies: Stephanie Copeland, entertainment practice director.

The Sci Fi channel had a problem with Battlestar Galactica's audience of early adopters. They were 85 percent more likely than the average adult to be heavy DVR users. Ratings for the live broadcast had slipped 31 percent, 24 percent of which could be attributed to the 123 percent rise in DVR viewership of the show. The campaign used added-value elements like contests, promotions and sponsorships - ranging from a pizza give-away to quizzes on the Howard Stern Show and an e-mail save-the-date campaign with Yahoo - that turned the show into appointment viewing. The final season premier was the most watched episode of the show ever, and live ratings climbed 36 percent.