From their computers to their TV
screens.
More than half of American households have their TV sets in the
same room as their computers. The synergies there have yet to be
developed. The potential is wide open.
For some marketers driving traffic to web sites may actually be
passe in comparison to moving eyeballs to the TV screen. A recent DMNews
article (1/15/03) reported that an e-mail campaign to 10 million people
helped USA Network draw 4.1 million viewers to the season premiere of
"The Dead Zone" Jan. 5, making it the No. 2-rated
second-season premiere ever for a drama on a cable network.
The names came from eUniverse's opt-in list of entertainment
newsletters with an emphasis on those interested in television and
science fiction. Drew a 17 percent response rate.
USA Network has found that it's important to vary the content
of its campaigns to keep people interested, to enhance viral marketing
and to keep in step with the changing tone of the show.
COPYRIGHT 2003 Sarah Stambler's Marketing with
Technology News Reproduced with permission of the copyright holder. Further reproduction or distribution is prohibited without permission.
Copyright 2003, Gale Group. All rights
reserved. Gale Group is a Thomson Corporation Company.
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