Absolut Takes Over CBSMW For Happy Hour

Talk about serving the right ad to the right people at the right time! MarketWatch.com yesterday signed an agreement with Absolut Vodka, under which Absolut is the new Friday afternoon sponsor of the CBSMW home page, taking advantage of the site's Friday "Happy Hour" day-part.

Absolut's agency TBWA\Chiat\Day has positioned the number two brand of premium vodka worldwide to be the exclusive twilight day-part sponsor on the front page of CBS MarketWatch, and is scheduled to run every Friday afternoon through the end of 2003.

"We're excited to break new ground with MarketWatch.com while gaining valuable exposure in front of their affluent male audience," said John Bellina, creative director at Tequila, TBWA\Chiat\Day's marketing services network. "Our goal is to be the last thought for the millions of investors who use CBS MarketWatch, as they leave their offices on Friday afternoons."

The Absolut happy hour buy replaces a two-year campaign from Anheuser-Busch's Budweiser brand. The daypart was first launched in early 2001 under the site's "High Impact Impressions" program.

Scot McLernon, MarketWatch.com EVP of sales & marketing said, "Absolut's online campaign and its participation in our day-parts program are yet another indication of interest in the online environment that we're seeing from traditional advertisers."

As part of its ongoing efforts to offer advertising clients the most targeted advertising solutions, the Company also announced its latest program of core online day-parts available for advertisers - Sunrise (8 AM -11 AM), Midday (11 AM - 2 PM), and Twilight (2 PM -5 PM). These day-parts support several recent research studies released by the Online Publishers Association, eMarketer and others, as well as visitor behavior on the CBS MarketWatch website, which confirm that Internet day-parts exist and that site usage levels and audience composition can differ by time of day.

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