CBS, Pepsi debut print video ad

21 August 2009

NEW YORK: US broadcast giant CBS and Pepsico have joined forces to run the first magazine video ad. It will appear in Entertainment Weekly on September 18 in copies sent to subscribers in Los Angeles and New York.

The ad features clips from CBS's autumn line-up with a Pepsi Max diet cola for men commercial. Omnicom's OMD, which works for CBS and Pepsi, helped to broker the deal.

When EW readers open the ad page they will see a small screen flicker and start to load a video. A brief segment featuring actors from CBS show The Big Bang Theory will explain how to use the player and describe its content.

By pressing one of five different buttons readers can choose from video montages of four different CBS strands: How I Met Your Mother, Two and a Half Men, Accidentally on Purpose and a preview of three CBS drama series including NCIS: Los Angeles plus a humorous ad for Pepsi Max.

Pepsi says this is a "one-off deal"" and not part of its 'upfront' negotiations (where advertisers book time for the year) with CBS.

However the company, which has not advertised in prime-time CBS programmes for several years, has bought into this year's CBS comedy output, saying it enables it to target 25-39 year-old consumers.

George Schweitzer, president of CBS Marketing Group, says that finding new ways to reach TV viewers is becoming more of a challenge.

"It was axiomatic. It you ran an ad in TV Guide people would watch your programme. Not anymore."

These days, he says, entertainment marketers need to "jump off the traditional TV, radio and print and find ways to get our samples into the hands of more entertainment enthusiasts."

Data sourced from AdAge; additional content by WARC staff