NBC Universal, CBS and Discovery Communications have begun creating TV and online content and programs around social causes such as health and the environment, and presenting the content to advertisers as opportunities to associate their brands with important social causes.
For instance, Campbell Soup will advertise its line of reduced-sodium soups on health-related content on NBC's "Today" show.
It is all being done, of course, with the hope that advertiser's will spend more for targeted content.
From WSJ.com: "Our holy grail is to purchase by behavior and consumer interest," says Peter Gardiner, chief media officer for Interpublic Group's Deutsch. Mr. Gardiner earlier this year bought a package on behalf of Eastman Kodak across a wide swath of NBCU properties that focused on programming of interest to women, and says Kodak spent "double what it was planning to spend with NBC" because of the ability to better target its pitch.
Of course the print magazine world has been doing this for decades. Publishers announce their editorial calendar to advertisers hoping that specific editorial content appropriate to the advertiser's brand will entice them to spend in that particular issue.
So, I guess it is about time network TV caught up with print magazines!
