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  • The Following, a much-anticipated drama on Fox, is a target for niche advertisements
  • The Following, a much-anticipated drama on Fox, is a target for niche advertisements
    The Following (2013) ©
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Finding the sweet spot: the American brands ditching prime time

The relationship between advertisers and TV is changing as advertisers realise that the best shows aren't necessarily the most-watched or the ones being shown on the biggest networks.

Location United States

Scope
In the ever-present gap between mass and niche culture, some brands find themselves stuck. On one hand they seek the reach, scale and consistency of 'big', while on the other they aspire to the flexibility, personality and vocal support only seems reserved for the 'small' players. This cultural chasm, referred to as 'death of the middle', is presently emerging across a variety of industries from shopping to drinking and even political affiliation. Now, it's spreading to America's prime time television.

With the completion of the first half of the US television season ...

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