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In Push to Sell Ads, CBS Sells Itself in New Campaign

In anticipation of 'upfront week,' CBS reminds advertisers of its worth

By Clay Dillow,  Newser Staff

Posted May 4, 2009 10:01 AM CDT

(Newser) – As a run-up to television’s upfront week—in which broadcasters sell as much advertising as possible for the year—CBS is taking the offensive, launching a massive ad campaign selling CBS itself. The initiative is aimed at curbing the perception that broadcast is declining and cable is the future of TV. Though CBS ad revenue is stagnant, ratings have been improving, Broadcasting & Cable reports.

The campaign—which will air on the company’s flagship TV network, its 140 radio stations, on CBS Interactive, and in the New York Times and USA Today—will focus on CBS’ ratings growth, particularly against leader Fox. CBS is gaining in the 18-49 demographic and trails only Fox in C3 commercial rating, the medium’s most important metric, which calculates the viewership of the average commercial minute.

In this image released by CBS, Simon Baker is shown with Robin Tunney in a scene from The Mentalist. The show has been a success for the network and its advertisers.
In this image released by CBS, Simon Baker is shown with Robin Tunney in a scene from "The Mentalist." The show has been a success for the network and its advertisers.   (AP Photo)
The CBS sign and logo adorns the exterior of the of the studios in Los Angeles in this 2007 photo.
The CBS sign and logo adorns the exterior of the of the studios in Los Angeles in this 2007 photo.   (AP Photo)
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Coming off the year we’ve had if there’s a good story to tell and a way to differentiate ourselves this is it. It does make a huge statement to the buyers.
- Jo Ann Ross, CBS President of sales

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COMMENTS
Showing 2 of 2 comments
Mad
May 4, 2009 11:21 AM CDT
Sorry, Jenna, it was nothing personal, it was an attempt at being clever. No Body Cares = NBC; Cold Blooded Shit = CBS; Any Body Can = ABC and Friends On Xanax = FOX
Mad
May 4, 2009 4:43 AM CDT
I never watch TV in the 2 - 13 channel range. I'm a UHF kinda guy! Seriously, network TV just sucks too much. I bet I haven't watched a sit-com in a decade. No body cares about NBC, that's some cold blooded shit to say about CBS, but any body can tell ABC and all the networks suck bad. Only friends on xanax watch FOX

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