The Hub network is a happening place to be these days. In addition to a recent brand refresh, which included a logo modification and a new tag line, “Making Family Fun,” the net will premiere an original primetime parent-child swap series, Parents Just Don’t Understand, hosted by Joey Fatone (‘N Sync, Dancing with the Stars). The 22-episode series will start in late August/early September, and is the first in a slate of new content to reflect the Hub’s expansion into programming for kids and their families to watch together. We caught up with Margaret Loesch, Hub President and Chief Executive Officer, and Nicole Cleary, Vice President of National Ad Sales, to get the scoop.
What led you to sharpen the focus on programming that appeals to kids and their families?
Margaret: We were inspired by feedback from the public and from advertisers: our programming creates a strong connection with today’s modern family, which has been missing since the TGIF days from ABC. We also did a big IPSOS research study in January 2014 talking with 300 kids and 300 adults. So we decided to step up the amount of original programming in prime time and bring the family together.
Your first original is Parents Just Don’t Understand, and you ordered 22 episodes – which is a lot in this environment.
Margaret: We mean what we say…this is a major commitment. Today’s audience really likes to have a lot of new programming, so we are jumping in with both feet.
During this upfront, what are advertisers asking of you?
Nicole: Clients want a content-friendly environment. And mom is becoming even more important; she’s the CFO of the household, so reaching her across a variety to categories is really critical.
Will we be seeing brand integrations?
Nicole: Maybe into Parents Just Don’t Understand. We are limited in what we can offer because we’re a kids network. But talent might possibly do a vignette outside of the show promoting a product.
What are some of new ad areas you’re targeting because of this shift?
Nicole: Non-endemic categories: insurance, packaged goods, QSR, auto. Packaged goods clients have been really responsive. We’ve also seen great traction in theatricals and family movies.
How would you characterize the changes in the Hub’s promos?
Margaret: They reflect the recognition that today’s families look like a lot of different things. We try to capture all kinds of people and make them feel comfortable. We want to create an emotional bond. I think we’ve done a good job at inviting everyone in the family. We’re not uninviting any audience. That gives us momentum and competitive opportunity.