• by Wayne Friedman , July 7, 2005

ABC's ground-breaking decision last year to market only a select group of new shows--which helped it record one of the biggest ratings turnarounds in network history--won't be exactly repeated for the upcoming season.

"We have bigger issues this year--we have returning shows with need to care for," said Mike Benson, senior vp of marketing, advertising, and promotion for ABC Television Network. "It's going to be a different strategy."

Still, ABC's big new dramas--"Commander-in-Chief," "Invasion," and "Night Stalker"--will have strong emphasis on ABC's airwaves this summer, leading up to their fall premieres, says Benson.

Last summer, ABC focused on its two new dramas--"Desperate Housewives" and "Lost"--which resulted in major ratings success. The network also pushed "Extreme Makeover: Home Edition," which was in its second year.

For "Housewives" and "Lost," ABC used a higher percentage of its available on-air promo time than for other shows, say TV marketing executives--a move that may have irked some other ABC producers. ABC declared that it needed a more focused strategy to establish "Housewives" and "Lost" as platforms on which other new shows could be promoted.

"The toughest job of a network is to get sampling," said Andy Donchin, senior vp and director of national broadcast for Carat North America. "This year, they have the luxury of having a lot more eggs in their basket to choose from."

Research analysts note that the rejection rate for TV promo spots is high. About 85% to 90% of those exposed to a current new show promo won't tune in--this means 10% to 15% of those viewers will sample a new show. That's why networks are increasingly narrowing their list of new shows and giving them healthy doses of on-air promotion.

In the weeks that follow the May upfront meetings, networks typically begin running scores of summer promo spots for 8 to 12 weeks leading up to a new show's fall debut.

For top new shows, during this period, most networks can run a total of 100 to 120 spots--15-, 20-, and 30-second spots--about 60 minutes in total promo time during prime time, according to marketing executives.

This can amount to anywhere from 600 to 800 total household rating points in building to their debuts. Some estimate that ABC may have pushed this level even higher for its new shows last year. ABC has consistently refused to discuss marketing specifics.

ABC will repeat one marketing facet of a year ago--simplifying the marketing idea. As opposed to some TV shows that air a number of different spots that cater to different viewer groups, ABC says each will have a clear and simple idea.

"We don't want to put too many messages in the market--that confuses people," said ABC's Benson. "We are looking to simplify things. If you only see one spot, there should be enough that gets you in."