Time Warner Cable Media Sales - Southwest Region April 2006
Bravo Digs Up Rights to Six Feet Under
April 3, 2006
Traffic Order Deadlines Bravo has acquired the exclusive rebroadcast rights to 63 one-hour episodes of Six
Feet Under, HBO’s critically acclaimed Emmy®-winning and Golden Globe®-winning
Monday by 11 AM for drama series. Six Feet Under focuses on the therapeutic journey of the extended
Wednesday Start Fisher family, whose personal trials and tribulations are played out against the
Tuesday by 11 AM for
solemn backdrop of an independent funeral home in Los Angeles. The series is
scheduled to be telecast on Bravo in the fall of 2006.
According to Lauren Zalaznick, President of Bravo, "Six Feet Under represents the
Wednesday by 11 AM
artistic, creative and critically acclaimed series that defines Bravo's programming."
for Friday Start
"The phenomenon that hooked so many HBO viewers will be brought back to 'life'
Thursday by 11 AM for on our air, with its signature dark situational humor and dramatic irony."
Friday by 11 AM for
` Tuesday Start
In the Future, More Entertainment, Less Arts from A&E
TNT, The Avenger, "A&E’s gone through so many changes in the last couple of
years, it’s on us to clarify for everybody who we are and
CMT, what we stand for," says Executive VP/General Manager
Country Music Awards, Bob DeBitetto. "Most people still go, ‘A&E—Arts and
Premieres 4/10 Entertainment’ that is what we need to move beyond." A&E network execs are now
ESPN2, pitching the channel as a "focused entertainment network" of original and acquired
NPPL U.S. Paintball series whose shows are connected by strong characters. A&E hopes to redefine the
Championships, network by focusing on youth-targeting reality series, original movies and acquired
dramas. This rebranding of the network, including a new tagline will be
Spike TV, Autorox, implemented over the next year.
DeBitetto says A&E is more focused in its personality-driven programming. The new
Sci Fi, Mammoth,
Premieres 4/22 real-life series, King of Cars debuting April 4, is a prime example of this type of
programming. The network’s acquisition of The Sopranos is further proof of this new
Golf Channel, focus. A&E has scheduled more reality programs, including a series about rocker
FedEx Kinko’s Classic,
Premieres 4/28 Gene Simmons, and is preparing to start producing its own scripted dramas. The
first of these a companion piece to CSI: Miami and The Sopranos, is loosely slated
for a summer 2007 premiere.
Note: All times listed in the
newsletter are Central Source: MultichannelNews.com
2 THE LATEST APRIL 2006
Reaching Your Audience: Political Advertising and Targeting
Cable prides itself on being a highly targeted and affordable advertising vehicle; the most viable tool available
today. No advertisers are more in need of those attributes than politicians.
Because politicians and their platforms are multi-faceted, so too must their advertising be. It must have the ability to
reach a diverse audience.
How to do that? Embrace target marketing. Distinguish the major market segments, target one or more of these
segments and develop advertising campaigns tailored to each. Instead of scattering the marketing effort in a shotgun
approach, focus on the voters they have the greatest chance of winning over.
For example, a political platform could consist of some issues relating to families and some also to retirees – two
groups that share some similarities but are at opposite poles in certain demographics. How, then, should a politician
advertise to reach both segments?
– Broadcast TV? A broadcast buy isn’t a good choice because of its inability to focus on the segment. A minimum
of targeting is possible and only by using different programs. There is no choice of geography; the spot
goes to households regardless of those residents’ demographics.
– Radio? A radio station has just one format. It would be necessary to place advertising on many stations to
reach listeners within each segment.
– Newspaper? Targeting in a newspaper can be done only in a publication’s various sections – not a very
efficient way to reach diverse groups.
In choosing Time Warner Cable advertising politicians have a choice of networks and programs and often zones so that
they can focus on just those market areas pertinent to the campaign. There are myriad opportunities for effective
segmentation and targeting, and all within one company.
Time Warner Cable Media Sales researchers have access to detailed demographic information for voter segments,
including which networks they are watching, the vehicles they drive, where they buy their groceries and so much more.
There are Nielsen Ratings data to find networks and programs that voters are watching and a variety of qualitative
data for all the rest.
Easily obtainable Time Warner Cable Media Sales political data using Scarborough market El Paso, Texas, as an example:
• Cable subscribers are 38% more likely than non-subscribers to always vote in a statewide election
• Cable subscribers are 32% more likely than non-subscribers to sometimes vote in a statewide election
• 72% of cable subscribers are registered to vote, compared to 56% of non-subscribers; based on index subscribers are 25% more
likely than non-subscribers to be registered to vote
• More cable subscribers than non-subscribers in the El Paso DMA stated a party preference (34% Democrat, 21% Republican)
• Republicans are 73% more likely to be cable subscribers than non-subscribers (per indices of 135 to 62)
• Democrats are 11% more likely to be cable subscribers than non-subscribers (per indices of 105 to 94)
Networks watched by El Paso voters
Top 12 by index among respondents who always vote/sometimes vote
158 152 148 145 144 142 141 139 138 137 134 134
GOLF MSNBC TRAVEL CNBC HLN A and E HIS CNN TWC ESPN FSS HGTV BRAVO
1 2 3 4 5 6 7 8 9 10 11 12 12
How to read: People who watch the Golf Channel are 73% more likely than the average El Paso area
resident to vote always or sometimes.
Source: Scarborough qualitative for El Paso DMA, Mar04-Feb05
By Candace Heathington, Regional Manager of Research, Southwest
Time Warner Cable Media Sales
April 3, 2006
APRIL 2006 THE LATEST 3
What to Watch What’s Coming Up
NFL Draft 2006 NBA Draft 2006
Premiere: April 29-30 Premiere: June 28 at 6 PM
For the 27th consecutive year, ESPN See who will be this year’s number-
and ESPN2 will present live coverage one pick as the best from the high
of the NFL Draft. In addition, ESPN will school and college ranks make their
preview the draft special with NFL Live first steps into the NBA in the 2006
programs the week leading up to the NBA Draft live on ESPN.
Day 1 - 11 AM – 6 PM ESPN
Day 1 - 6 PM – 9 PM ESPN2
Day 2 - 10 AM – 5 PM ESPN
Rock School Series Premiere: May 18 at 9 PM
Regularly Scheduled on Thursdays at 9 PM
Premiere: April 26 at 8 PM
This A&E documentary follows the In the ultimate musical experiment, Ted Nugent, Scott Ian,
lives of the students at the Paul Green Sebastian Bach, Evan Seinfeld and Jason Bonham are
School of Rock Music in Philadelphia poised to re-conquer the rock world. VH1’s SuperGroup
and Paul Green himself. Viewers will brings together these five rock icons and presents them with
watch as 9-year olds play Black the opportunity to create the heaviest ‘SuperGroup.’ Will
Sabbath in full heavy metal regalia the band come together as hard rock’s saviors or simply
and prove that they can groove with implode? Their quest will culminate with a massive concert
the best of them at a Frank Zappa at The Empire Ballroom in Las Vegas.
Rock, Paper, Scissors
You probably played rock, paper, scissors when
you were a kid, but we bet you never played it for
$50,000. That's the whopping big prize that awaits
the winner in this one-hour documentary special that
takes viewers to the Rock, Paper, Scissors
Championship in Las Vegas. Competitions, with a
Swim Longer national sponsor will be held in bars throughout the
country to find the best players. Then these local
Beginning March 27, Adult Swim began heroes will then be flown to Las Vegas for the
programming 30 minutes earlier Mondays thru
Thursdays. The Cartoon Network programming exciting national competition. A&E will capture all
block features edgy animated comedy and the fun as one by one the players go down until
action/adventure programs geared towards an only two are left to vie for the title. What's that,
older audience. Adult Swim is now regularly you say? Rock, paper, scissors is just a game of
scheduled as follows: blind luck? No way. At this level, there's strategy,
Adult Swim skill…and $50,000 at stake!
Monday - Thursdays at 9:30 PM – 4:30 AM
Saturdays at 10 PM – 4:30 AM
Sundays at 9 PM – 4:30 AM Premieres June 2006 on
4 THE LATEST APRIL 2006
Austin Strap in for the 2nd Annual “Kars & Kids” Laredo Your customers are watching… Are you
Family Festival and Car show! Saturday, May 13 in looking to target Sport Fans? We have the right package
downtown Austin. This fantastic event will bring families for you!
together for a day of interaction, activities, and an antique
and custom car show to help call attention to children
facing physical challenges.
Laredo has already started selling MLB, NBA, NASCAR
and other packages! Contact your Account Executive
today! Packages are limited!
“Kars & Kids” will be made possible with the generous
participation of local area businesses and individuals. To Rio Grande Valley Diabetes… What can you do
get involved, contact your local rep today!
to help fight the deadly disease? Become a sponsor for the
2nd Annual ADA “Tee-Off Diabetes” Golf Tournament on
May 18th, 2006 at Los Lagos Golf Course in Edinburg, TX.
Call 956-682-4976 x13 to register for the 2nd Annual
Corpus Christi Lifetime and Mother’s Day go hand in “Tee-Off Diabetes” Golf Tournament.
hand. And together they create the ultimate opportunity
for a great sweepstake giveaway! One of your customers
could be the winner of the Lifetime Ultimate Mom’s
Giveaway Sweepstakes prize package that includes the San Antonio Wanna Be a Soap Star? Time Warner
winner’s choice of a personal chef, cleaning service or Cable Media Sales and Soap Net are bringing the I
flowers for a year, plus pearl earrings, a digital Camera, Wanna Be A Soap Star Tour to San Antonio. The event will
photo printer and more! be on Friday, May 5, 2006 at Sunset Station from 10am –
Corpus Christi is proud to be bringing Dora to the stage at
Selena Auditorium. The adorable character will be hosting
Dora’s Pirate Adventure on April 22nd – 23rd. We have
a great opportunity for clients to give tickets away for this
family event. Your local AE would be the perfect person to
get you involved in this great ticket giveaway event!
The Golf Channel is bringing back Drive, Chip & Putt this
year for children ages 7-12. Kids are able to compete in a
fun series of competitions designed to develop and test
their golf skills. The program is free to participants and is
targeted at youths that have an interest in golf, regardless
of their skill level or previous experience. Call your local
AE today to get involved and see what other opportunities
If you have any questions about the information contained
in the Around Texas portion of the newsletter, please contact
your Account Executive.