Above are Oxygen and Bravo’s subway ads for the 2009 upfronts. These pictures were taken at the 49th station along the R line, which makes sense for the location since Media:Edge and MediaVest offices are nearby.  However, last year, similar Bravo and Oxygen upfront ads were plastered all over New York City.  These two pictures (click HERE and HERE) were taken in Forest Hills, Queens.  This picture was taken at the 116th St. A train station in Harlem.  Neither neighborhood is a hub of media insiders, which raises the question, why would networks display ads that are so obviously industry specific in such a public arena?  Granted New York is the advertising capital of the world, but it’s a bit unusual to see posters touting high engagement and ROI occupying the same space as ads for movies, radio stations and cheap legal advice.  

I don’t think people generally like viewing themselves as rating points or pawns in a greater marketing scheme, but the 2008 Bravo and Oxygen upfront ads seem to frame consumerism in an empowering way.  Although geared towards planners and buyers, the posters also help the public identify themselves and define their media habits.  Being described as “engaged” and “cable’s best audience” does wonders for a viewer’s self-esteem and serves to add a sort of creditability to their taste in television.

Although, only strategically limited to a few subway stations near ad agencies, the 2009 were still readily visible by many non-industry straphangers.  Given the current economic climate, I really didn’t think Bravo and Oxygen would run this type of campaign this year, but I guess “affluencers, trenders, spenders, and recommenders” don’t know the meaning of the word downsize.