The commercials, from Adler Boschetto Peebles & Partners, New York, are the newest element of an estimated $10 million to $15 million integrated campaign for the CBS cable network.
Trade ads and promotional efforts earlier targeted multiple systems operators, seeking carriage.
RATHER AND STAHL
In the new spots, Dan Rather and Lesley Stahl will promote "a sampling of what the network is about," said Steve Yanovsky, VP-marketing services for CBS Cable. "The consumer advertising is very much intended to give you a feeling that this network has stories about a wide range of personalities."
The ads showcase diverse celebrities-ranging from Anita Hill and Mother Teresa to Olympic athletes-and everyday people who have spent time in the limelight.
At the start of the consumer launch, spots will run on all CBS broadcast properties, including its TV and radio networks and CBS owned-and-operated stations. CBS executives said if you factor in the cost of this non-paid commercial time, the campaign exposure would come to "tens of millions" of dollars; they wouldn't elaborate on a figure.
Future advertising will run on paid time in additional media outlets, including other networks, they said. Consumer ads will run on TV for now, but print will be added later.
Larry Boschetto, exec VP-director of account services at Adler Boschetto, said the challenge is getting CBS Eye on People recognized in a "category that has exploded."
Agency research shows there will be 195 different TV programming options available by the end of 1997, said Mr. Boschetto, and ad spending to promote cable networks is skyrocketing.
In 1995, he said, $45 million was spent advertising cable TV, but with the advent of direct broadcast satellite and increasing cable choices, spending is