Already on a ratings high during the writers strike with its schedule of reality TV programs, Fox spared no expense to promote itself during the Super Bowl.
I’d expect the network hosting the Super Bowl to use air time between plays to promote its shows. That’s no surprise. Neither were the vast amounts of onscreen logo promotions – you know, those annoying little logos that take up the corners of the lower portion of the screen.
But Fox went a step further it its promotion airing full ads to promote its shows.
Considering the amount of revenue a 30-second ad spot can earn during the Super Bowl, it’s a pretty bold move to use that valuable air time for self promotion.
I counted no less than five commercials for Fox’s new series Terminator: The Sarah Conner Chronicles. Two other new series – The Moment of Truth and New Amsterdam – got at least one commercial each. But the commercials weren’t limited to new series. Fox promoted Prison Break with two ads and spotlighted King of the Hill once.
Fox even spent some of its precious air time to promote events that evening including five spots touting the House episode schedule to air after the Super Bowl and a handful of commercials advertising the half-time show.
If all of this air time wasn’t enough, Fox spent some serious bucks marketing one of its schedule staples – American Idol, now in its seventh season. Not only did Fox broadcast a minimum of six ads spotlighting the current season that’s in its last week of auditions, but Fox also used American Idol celebs throughout the Super Bowl event.
American Idol host Ryan Seacrest hosted a Red Carpet pre-game show. American Idol judge Paula Abdul pre-taped a performance of her new single produced by fellow judge Randy Jackson for the pre-game show. And last year’s winner Jordin Sparks sang the national anthem to kick off the game.
Fox’s self promotion also included ads for future events that it’ll be airing including three ads for next week’s Pro Bowl and four commercials for the Daytona 500.
Is it me or did we see a little football among the ode to Fox?
When you consider the cost of producing a commercial on top of the lost revenue by not selling the airtime, Fox took an expensive gamble to gain a few viewers during a time when Fox actually has limited competition.
What do you think? Do you think Fox went overboard with its self promotion? Are you more likely to tune into any of these Fox programs after seeing these Super Bowl ads?