KATZ MARKETING SOLUTIONS AND HORIZON MEDIA
TAKE OVER AIRWAVES TO PROMOTE ‘THE JAY LENO SHOW’
Strategic Radio Campaign Features
‘The Jay Leno Show’
New York, September 8, 2009 – As NBC changes the television landscape with the primetime premiere of “The Jay Leno Show,” Katz Marketing Solutions and Horizon Media are launching a breakthrough radio-based marketing campaign to promote the show. Katz Marketing Solutions in conjunction with Horizon Media announced two innovative radio campaigns to promote one of NBC’s most highly anticipated fall shows, “The Jay Leno Show.”
Katz and Horizon Media collaborated to create two targeted campaigns for NBC that promote the debut of “The Jay Leno Show”—the first talk-show to air in primetime broadcast television five nights a week. The result is comedy traffic reports and fixed-position comedy spots on the :10s. Both are intended to maximize exclusive exposure for NBC.
“Radio has the incredible flexibility to be tailored to an advertiser’s unique needs—opening the door for creativity and innovation,” said Bob McCurdy, President of Katz Marketing Solutions, the marketing arm of the Katz Media Group. “We can transform the medium to perfectly complement a promotion and we have the resources and tools to customize a campaign for any advertiser. This is an exciting opportunity to work with NBC and Horizon Media, and contribute our expertise in implementing these groundbreaking programs.”
“This fall, Jay Leno is shaking up the traditionally dramatic 10 p.m. hour (9 p.m. CST) with his distinctive brand of comedy,” said Kathy Begley, Vice President, Managing Director, Local Buying, Radio/Promotions, Horizon Media. “And Horizon is always ready to go beyond traditional advertising models to get NBC noticed with bold and innovative ideas.”
The two campaigns support the premiere of “The Jay Leno Show” on Monday, September 14. Beginning today, Leno comedy bits, intended to lighten listeners’ drive, will run with traffic reports in NBC’s top 12 markets nationwide.
“This unique in-content execution is a perfect way to drive home the new timeslot and target non-comedic programming with a jolt of humor,” said Brian Dailey, Vice President, Brand Group Director, Horizon Media. “We’re excited to watch as our strategic collaboration with Katz Marketing Solutions, on behalf of NBC, will engage consumers and drive tune-in.”
Next Monday, September 14, a second Leno program featuring additional comedy spots will be introduced by local DJs and run in a fixed position at 10 minutes after the hour to promote Jay’s new 10 p.m. timeslot. The campaign will air in NBC’s top 25 markets. The team worked with key radio stations to change their programming and traffic clocks to run custom segments. These segments will air alone as part of the show’s content, separated from all other advertisers and sandwiched among station programming, music and chatter, on both the front and back end of the segment.
“In launching this radio marketing campaign, Horizon and Katz helped deliver media solutions that had to pass through two strategy filters,” said Ken Grayson, Senior Director, Media Planning, NBC. “The first was finding mundane moments in everyday life that could use a laugh from Leno, such as sitting in gridlock while listening to a local traffic report. The second was closely aligning Leno and the comedy with the number 10 to highlight his timeslot, hence the ‘comedy from Jay at 10 after the hour.’ Though I'd be remiss to not point out that the spots will run at 9 minutes after the hour in CST markets."
“We believe this campaign will engage consumers in a meaningful way before, during and after the Leno premiere, using distinctive positioning to keep the show top of mind,” said Adrienne Pabst, Vice President of Katz Marketing Solutions. “NBC and Horizon Media continue to be valued partners,” Pabst added, “sharing our philosophy that early engagement is key to a campaign’s success. In this case, NBC used content integration to build a contextually relevant campaign that will allow the network to stand apart from its competition.”
Launched in 2008, Katz Marketing Solutions is charged with developing new business for radio and creating customized campaigns for national advertisers. The New York-based company combines expert marketing strategy with execution, while working closely with chief marketing officers, brand managers and their agencies in the earliest stages of the communications planning process. Recent breakthrough radio-based marketing campaigns were created for clients such as Verizon Wireless, Wal-Mart and many more. The company’s depth of knowledge leads to effective solutions that produce results, as radio remains among the most powerful and effective ways for advertisers to reach a large audience and affect consumer buying decisions.
About Horizon Media
Founded in 1989, Horizon Media, Inc. is the largest U.S. independent media services company. Horizon’s core mission, “To create the most meaningful brand connections within the lives of people everywhere,” is focused on helping clients sell products and build brands through insightful marketing counsel, and delivered through effective negotiation and placement. Horizon’s holistic approach to brand marketing and development has resulted in estimated billings of $2 billion and established the company as the fastest growing agency in the industry. Headquartered in New York City, with a full service office in Los Angeles, Horizon also has offices in San Diego and Amsterdam, Netherlands. In addition, Horizon is a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit the company’s website at www.horizonmedia.com.
About Katz Media Group
Katz Media Group is the nation's leading full-service media sales and marketing firm serving the broadcasting industry. A subsidiary of Clear Channel Communications, Katz Media Group is based in New York and has 19 regional offices. Founded in 1888, the company was the nation's first media representation firm and today represents more than 3,000 radio stations, 400 television stations and a variety of digital platforms. Additional information can be found at www.katz-media.com.
Media Contacts
Horizon Media
Brian Dailey
(310) 229-8166
BDailey@HorizonMedia.com
Katie Gallagher
(310) 229-8144
KGallagher@HorizonMedia.com
Kathy Begley
(310) 229-8158
KBegley@HorizonMedia.com
Katz Media Group
Michael Sherman
(212) 424-6484
michael.sherman@katz-media.com
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