In his first “The Product is You” post, which centered on Bravo’s Affluencer campaign, Rob Walker states, “advertising trade publications are full of quotes from media and ad executives saying that, yes, today’s consumer is savvy, sophisticated, hard to sell to, and really must be viewed, considered, and treated with respect.  But ads like [Bravo’s] tell a somewhat different story about how those media executives think about consumers. Most consumers never get the chance to glimpse that alternative vision.”  This is usually the case, but during 2008’s upfront season Bravo and Oxygen, both NBC Universal networks, plastered subway posters lauding their audience all over New York City.  

BRAVO as a VERB.  

First and forth most, Univision’s ad sales website frames the current floundering economic climate as an opportunity for advertisers to reach the Hispanic market.  The website contains a video in which JCPenney’s CMO describes his company’s long-term strategy and refers to the Hispanic population as “the new middle-class.”  An AT&T representative emphasizes that as the Hispanic market grows, so does its spending power.  Univision differentiates its audience from the general population in terms of growth prospects, but predicts that in the long-term, Hispanics will be considered the general population.  

Featured is Univision’s “Five-Step Approach to Growth,” aimed at showing marketers how the network can help them succeed during a time when revenues are shrinking.  

1. Targeting a Growing Market: A breakdown of the increasing Hispanic market is discussed.  

2. Learn From the Success of Others: The network recommends marketers practice a ‘total market’ planning process.

3. Connect Emotionally: Univision discusses the cultural importance of the Spanish language to it viewers and insinuates it’s Spanish programming will be more relevant to Hispanics.  

4. Let Us Help You: Univision establishes itself as a consultant service that’s able to offer insights that rival even the best of multicultural ad agencies.  

5. Partner Wisely: Network states they are trusted by its viewers and cites demographic and ratings information.  

This banner ad was included in Ad Age emails and link to AMC’s upfront website that opens with a montage about storytelling.  AMC aims to communicate to advertisers that it is the “best place to tell their stories.”  Thanks to the critically acclaimed Mad Men, AMC has effectively integrated brands into its programming.  It’s no secret that as DVR penetration increases, advertisers are looking beyond the typical 30-second spot.  Integration has become a keyword as advertisers seek to engage viewers with their campaigns.  No demographic or ratings data is provided on the website, but it does contain ad sales contact information, as is typical.