Commentary

Attacking On-Air Talent With A Commercial Could Mean New Drama For TV News Marketing

Seems you can't buy a TV commercial on a network that attacks the network. Shocking, huh?

This is what happened, reportedly, when an advocacy group that fights sexism looked to run a commercial on Fox Business Channel showing some not-so-great attributes of the network’s on-air talent Lou Dobbs, Juan Williams and Erick Erickson -- with the hope that some firings would take place. The three had weighed in on women's growing impact in the workplace by complaining that the rise of female breadwinners isn't all that good for society.

The advocaby group Ultraviolet -- not to be confused with the movie studios' consumer technology -- was shocked to learned its commercial was rejected.

Historically, and somewhat logically, this isn't surprising to any TV advertising business executive. It’s common for networks to reject "advocacy" commercials on big events like the Super Bowl. In turn, some groups, once rejected, claim publicity points. But, of course, the Ultraviolet deal goes over the top by offering negative views about on-air network talent -- and looking to get the spot aired on that channel.

So what did Ultraviolet get for its troubles? Well, you know the answer: You're looking at it.  But leave this aside for a moment. Perhaps more interesting is that the group reportedly may try to air a commercial on other news networks calling for censure or firing of Fox Business Channel personalities.

A new marketing strategy for TV news? On the Fox Business Channel's sister network, Fox News Channel, Megyn Kelly ripped into Dobbs and Erickson on her show Friday, asking Erickson: "What makes you dominant and me submissive, and who died and made you scientist-in-chief?

Drama never stops in all forms of TV -- entertainment, reality, news and otherwise. Keep it coming. And if you can't get it in commercials, you can always hope to get some drama in the content itself.

2 comments about "Attacking On-Air Talent With A Commercial Could Mean New Drama For TV News Marketing".
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  1. Chuck Lantz from 2007ac.com, 2017ac.com network, June 5, 2013 at 5:34 p.m.

    It's not surprising that Fox refused to accept the ads. Nor is it surprising that MSNBC did accept and run anti-"ObamaCare" ads, plus other ads that attacked stances taken on some MSNBC shows. While those ads did not specifically mention MSNBC on-air talent, the implication was clear.

  2. Peter Benjamin from MyOffices, June 5, 2013 at 7:09 p.m.

    Its standard practice for the networks to fill the space of an unwanted ad immediately. Wouldn't you want to protect your brand. The ad where FOX stated that CNBC had CEO make a commitment not to show up on another channel if booked was a classic one. Our Tvonthego network will hopefully be in that position in a few years. Report the news - Not Make the News. We need to get back to real journalism.

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