What type of advertisers do the Emmys generally attract? How is it different from other award shows?
All of the awards shows, because theyre high-profile events, tend to attract a blue-chip group of advertisers. For the Emmys, looking over the last seven years, General Motors has consistently purchased the biggest schedule, and every year has used it to promote its Buick, GMC or Pontiac divisions. Those are the ones that generally sell cars to older consumers, whereas Chevy skews a little younger. But we also see movie studio advertising, again, leveraging the entertainment programming genre. Sony and Disney have typically been the leaders there, using it to promote theatrical releases, not DVDs. And the other thing that stands out with the Emmys, we regularly see a significant amount of hair care advertising targeted at women. Procter & Gamble and LOreal have typically led in this area. The Emmy viewing experience usually has some interest in celebrity fashionwhats their hair look like, etc.and that interest is something that P&G and LOreal are trying to leverage in their decisions t
