Idolised Advertising
How One Guy (and 11 Other Contestants) Helped Drive Advertising Effectiveness
Doug PeifferNetwork Research, Network Ten, Australia
Jim AlexanderAMR Interactive, Australia
Idolhas been a ratings success around the world and in 2003 Network Ten was to broadcast the first series in Australia. Increasingly, television programs are becoming multimedia platforms incorporating the Internet, SMS/phone voting, radio, and magazines. This multimedia approach allows the broadcaster to drive ratings by increasing involvement beyond the television set and drive viewers back to the television program. This style of “Event Television” combined with product integration provides an ideal platform for...