Awards Shows are the Super Bowl of Entertainment. Here's Why

When you consider the growing list of events that extend through much of the year amp8212 and reach affluent and niche markets on cable networks amp8212 you realize that the industry is rife with advertising possibilities that are often overlooked Many of these opportunities are underutilized particularly when it comes to entertainment awards shows and preshows notes Beth Miller vice president of national sales pictured belowamp160 for New York Interconnect quotThere39s this misconception that awards shows only play well with audiences in Los Angelesquot Miller says So the New York market can sometimes get short shrift even when it comes to studios campaigning for nominations and awardsAlthough major studios tend to concentrate their quotFor Your Considerationquot campaigns in the LA market plenty of awards show voters reside in New York quotNew York is a powerful market for all types of brand categories like beauty lifestyle travel and yes autoquot Miller says quotLots of prospective auto buyers amp8212 both men and women amp8212 are watching these programsquotWhile the Academy Awards are the glitzy apotheosis of the film awards season buying time in the Oscars themselves isn39t an option for every brand But there are plenty of opportunities for those brands the entire awards season is chockablock with other shows many of which air on cable so they can provide a more targeted reachThese other awards shows occur nearly yearround making them attractive for just about any kind of sustained brand awareness campaign They can also deliver disproportionately large viewership especially in an influential market like New York and particularly if you39re looking to reach a certain kind of audience The SAG Awards on TNT for example saw a massive 505 percent yearoveryear increase in viewers within the women 18amp821149 demographic in New York according to NielsenWhat39s responsible for that increase is not easily defined amp8212 though it was a good year for smallerbudget femalefocused films such as Little Women amp8212 but what Miller and her colleagues can define with certainty is the data that shows what kind of consumers are watching and the best way for a brand to reach themIn the case of the SAG Awards audience for example 60 percent of the adult audience in New York are homeowners Similarly nearly 75 percent of the New York adult audience for the 2019 MTV VMAs have a household income of 100000 or moreAnd when you do an even deeper dive into the data from Nielsen and through set top boxes you notice some jawdroppers such as New Yorkers who watched one of these entertainment awards shows were 32 percent more likely to buy a car worth 45000 or more in the next yearThese are all people advertisers can reach quotIf you have the kind of platform that we have with New York Interconnectquot which reaches over 20 million people across multiple platforms and screens quotwhy wouldn39t you take advantage of thatquot Miller asksThe reality is that there is plenty of TV audience crossover with entertainment shows amp8212 even those primarily considered to be targeted at younger viewers such as the MTV VMAs or Nickelodeon Kids39 Choice AwardsquotThere are more awards shows and preshows than ever before Awards season amp8212 which is throughout most of the year at this point amp8212 is the perfect way to reach specific marketsquot Miller says quotIt39s a great opportunity that sometimes gets overlooked by brands that could really benefit from putting themselves in front of these audiences When it comes to prime inventory these shows really roll out the red carpet Brands would be wise to get in the game and capitalize on these opportunitiesquotDon39t stop now Stay in the know on New York Interconnect with more from New York Interconnect InSitesClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Awards Shows are the Super Bowl of Entertainment. Here's Why

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Oriana Schwindt

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Awards Shows are the Super Bowl of Entertainment. Here's Why

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