To Catch An Advertiser

Today’s New York Times reports that NBC’s “To Catch A Predator” is successful–but it’s freaking out potential advertisers:

Some media buyers were hesitant about buying ads on the series even before the recent spate of bad press reports. Andy Donchin, director for national broadcast for the advertising agency Carat USA, said advertisers could be wary of the show’s unsavory theme. “We’re all concerned with what content we’re associating ourselves with,” he said.
The most recent “Predator” episode, on July 25, included six national spot ads, significantly fewer than at other hours during NBC’s prime-time periods.
“NBC’s probably thinking about what their return on investment is, and might be thinking it’s better to move on,” said Brad Adgate, senior vice president for research at the ad-buying agency Horizon Media.

Maybe we just need some more creative media buys: eHarmony, Durex, lawyers…there’s all sorts of good advertisers for that show.



About Dan Goldgeier

Dan Goldgeier is a Seattle-based freelance copywriter with experience at advertising agencies across the U.S. He is a graduate of the Creative Circus ad school, and currently teaches at Seattle's School of Visual Concepts. Dan is also a columnist for and the author of View From The Cheap Seats and Killer Executions and Scrubbed Decks.