Wondering how much the new My TiVo Gets Me television, print, and web advertising “blitz” costs? According to the NY Times: more than $15 million. Yowza!
The Times also reports the ad agency behind this campaign (in which everyone gets TiVo antennae) as Kaplan Thaler, who we probably know from the Aflac duck and women enjoying Clairol Herbal Essences commercials.
Well, if you consider that 15 mil is the equivalent of a $100 rebate on 150k tivos and that the ads may run in all media for quite some time, it’s probably not a bad spend. If they get any branding bump like the Aflac duck it may be worth it.
I wouldn’t be surprised if the timeline is 1)Brand tivo over the summer,2)Comcast rollout over summer, fall, (I wonder how Comcast ads will avoid confusion over functionality) and 3) most likely a follow up branding push into the holiday season.
Given that you’re the biggest Tivo advocate I know, you’d think I would’ve picked up a thing or two about their offerings by now. It took actually seeing one of these commercials to pique my interest, though.