The campaign, which runs through November, pushes the theme "We'll Get You Through the Week"--and includes 13 TV commercials that refer to some of the more popular programs, airing during each show's broadcast. The ads, created in coordination with the networks, will always appear in the second half of the program to appeal to devoted viewers.
The show-specific TV spots will appear weekly during "America's Next Top Model," "Brothers & Sisters," "CSI," "Dancing With the Stars," "Desperate Housewives," "Friday Night Lights," "Grey's Anatomy," "Heroes," "House," "Prison Break," "Survivor: China," "The Office" and "Ugly Betty."
Alan Cohen, CMO at Gemstar-TV Guide, says the work is "an important step in the continued revitalization of the TV Guide brand and in driving further awareness and usage of our products and services across the multiple platforms in which we operate."
The campaign's theme is based on the idea that viewers love certain television shows so much they'll want additional interaction with the content between episodes.
TV Guide positions itself as the source of that content, delivered via the magazine's print and online components and the TV Guide Network. Cohen claims a total reach of 73 million consumers a week, citing the popularity of multimedia content that includes breaking news, inside scoop, celebrity interviews, blogs and social network functionality.