Reelz Taps Underserved Market By Getting Real

Heading into Upfront season, Cynopsis sat down with REELZ SVP of Advertising Sales Bill Rosolie to discuss the challenges and opportunities for advertisers heading into the 18-19 Upfront. 

Cynopsis: What are the most pressing challenges that advertisers will face in this year’s Upfront?

Bill Rosolie: The Upfront environment and overall media marketplace has grown even more challenging for advertisers and their agencies due to the ongoing decrease in C3 GRPs, doubts about digital ROI and the benefits of network-supplied big data. Not only are there fewer GRPs, but there are fewer places to go thanks to consolidation of media companies, which has tilted the leverage in an under-supplied and over-demanded marketplace to network groups. The good news is, REELZ provides both value and growth of a desirable female-skewing audience in a high-quality programming environment that explores the real lives and real stories of real celebrities.

Cynopsis: So where do you see opportunities existing for agencies during the Upfront season?

Rosolie: It’s time to get to know the independents. Heading into the 18-19 Upfront, REELZ continues to be an effective part of their media solution and an alternative to the loss of audience and high price increases of big networks.  We’re one of a handful of committed and growing independent networks and equate our success to solving the problems of our partners. Advertisers clearly want to be where viewers are going and REELZ delivers a growing and engaged audience, thus giving agencies extended reach and effectiveness.

Cynopsis: How does REELZ differentiate itself from the other general entertainment networks?

Rosolie: REELZ has a unique, celebrity brand centered around the real lives and real stories of real celebrities – no other network occupies that space. Our programming digs deeper to reveal the “what” and the “why” behind celebrity, resulting in a highly engaged audience.  

In early 2015, we identified the needs of a market segment that was being underserved in both viewers and advertisers. During the last three years we’ve delivered on this brand promise, the result being audience growth especially against females. Collectively, and in the uniquely collaborative environment that partnering with an independent can provide, this has had a direct influence on the network adding more than 75 new accounts last year alone. It is remarkable that our network has grown its audience year after year in a universe that has shrunk dramatically during the same timeframe. We will continue that relationship with our advertising partners in this year’s Upfront by providing a high-quality, attractive and flexible solution.

The Cynsiders column is a platform for industry leaders to reach out to colleagues, followers, and the public at large. In their own words and in targeted Q&As, columnists address breaking news, issues of the day, and the larger changes going on in the ever-evolving world of television, video and digital. Cynsiders columns live on Cynopsis’ main page and are promoted across all daily newsletters. We welcome readers’ comments, queries, and column ideas at Lynn@Cynopsis.com.

 

Related Stories

06/19/18: Miss America’s makeover continues

Miss America revamp continues

A CYNOPSIS MESSAGE FROM TURNER FOR YOUR EMMY® CONSIDERATION TURNER TNT’s critically-acclaimed  THE ALIENIST   is now cable’s #1 new drama series* TURNER “CAPTIVATING”  – The New York Times “FANNING … IS A STANDOUT”   –   AV Club “YOU WON’T WANT TO LOOK AWAY”  – USA Today TURNER Watch the complete series on the TNT app or at 

Cynopsis at Cannes Lions: Day One 06/18/18

Cynopsis at Cannes Lions: Day One (Facebook)

A CYNOPSIS MESSAGE FROM CADENT CADENT IS ONE FOR TV We unified all of TV-linear, advanced, and fully addressable inventory-in a single platform to simplify buying and selling TV ads. 65MM Addressable Households, 100+ Data Partners, 200+ MVPD and Broadcast Station Group Relationships We manage the complexities of the TV landscape. You reap the benefits. […]

06/18/18: Chris Hardwick shut down at AMC after abuse allegations

Chris Hardwick shut down at AMC after allegations

A CYNOPSIS MESSAGE FROM DISCOVERY THE NEW DISCOVERY THE GLOBAL LEADER IN REAL LIFE ENTERTAINMENT Inspiring and Entertaining Superfans Around the World On Every Screen   20% Cable Share of Adults & Women 25-54 8000 Hours of Original Programming Produced Annually 7 Billion Video Views a Month Across the Portfolio Discovery Channel. HGTV. Food Network. […]

CynCity

Cynsiders

Instagram