Here's nbc's way to hook radio listeners on HEROES

Hero · 09-21-2006, 12:36 PM

This article from mediaweekshows a new way that nbc wants to get radio listeners to find out about HEROES (at least for four days). And I think you can go here to listen to the radio spots!

Quote:

NBC Starts Unique Radio Tune-In for Heroes

Katy Bachman

SEPTEMBER 20, 2006 -

As the new prime time season gets underway, TV networks are headed for the radio, where tune-ins have become one of radio’s most lucrative advertising categories. To stand out from the usual flurry, NBC launched Wednesday an untraditional tune-in campaign for its new series Heroes, which premieres next Monday, Sept. 25.

Instead of a single spot, the campaign, which runs through Sept. 24 on two to three Clear Channel stations in the top 25 markets, consists of a :60, three

5 “adlets,” and one :15 spot. The :60 second spot runs at the end of a commercial pod, followed by the adlets within content during the next program segment, capped off by the :15 at the top of the next stopset. Ideally, all three segments run within a 15 to 30 minute period.

The spots ask the listener what it would be like to have supernatural powers and what powers those might be. The adlets introduce the Heroes characters’ abilities and the final :15 spot provides the tune-in information.

“Over the past year, NBC has been stringently examining different approaches to traditional media execution,” said Carrie Kreisberg, account supervisor for NBC Horizon Media. “NBC is looking for a way to break through the clutter and engage the listener using a combination of unique creative running in unconventional unit lengths distributed in a ground breaking manner.”

In addition to its Heroes radio campaign, NBC is also using more traditional radio tune-in advertising to support its new and returning shows.

tobnameless · 09-22-2006, 12:47 AM

Dude you were the serious news hound today. Good work.

Oddball_Extreme · 09-22-2006, 08:49 AM

No kidding! Since I don't have any of the Clear Channel stations around here in Montgomery, I went to plan B: I downloaded them all into my hard drive and gave the playlist a wacky name. Could this be imagined...

Hey, this is DJ DL, and you're listening to Radio Heroes, where you can track your fave's movements all the time! :shock:

Okay, maybe that really wouldn't happen, but I do have one serious question. I'd love to turn the three adlets into Messenger Plus soundbites. Does anyone here know how to edit out the "Heroes on NBC" sound at the end of those, or will they be stuck in there for life?