Court TV Ads Yield Returns3/31/2006 7:00 PM Eastern
New York— Court TV says it has received good returns on its return-on-investment advertising strategy.
The network said it made good on virtually all of the ROI guarantee deals it inked with a quartet of major agencies during last year's upfront selling season.
During an upfront presentation to the press here last Tuesday, Charlie Collier, Court TV's general manager and executive vice president of sales, reported that 97% of the brand schedules on the network met or exceeded the ROI guarantees made to the clients of four major agencies. Court closed the pacts — constructed on a combination of metrics incorporating audience exposure, engagement and attention levels and gauged off minute-by-minute viewing data — with Starcom, Magna Global, Carat and Mediaedge:cia during last year's upfront.
Relative to the other 3% of the fourth-quarter 2005 schedules, Court delivered 95-99% of its ROI guarantees and will make up the under-delivery with involved viewers, according to Collier.
“As the network that proved the value of ROI, we need to be even more accountable this year,” he said.
On the programming side, general manager Marc Juris said that Court, which enjoyed its best-ever first quarter among adults 18 to 49 in primetime, would return a dozen series, including Body of Evidence, Forensic Files and Psychic Detectives.
It also plans new investigative series like L.A. Forensics, which bowed on March 31, Haunting Evidence (June 14) as the latest additions to its “forensics franchise.”
Also on tap, On The Run, which Juris called an “entertaining catch-them-if-you-can” involving international manhunts; and Missing Persons Unit, in which the network will re-examine some of the most baffling cases.
Beach Patrol: Miami Beach, SWAT USA and Video Justice are among the new entries for Court's “RED. Real. Exciting. Dramatic.” block.
Network officials noted that the action strip, running weeknights from 8 p.m. to 9 p.m., ranked eighth among all ad-supported cable networks in that hour among adults 18 to 49, Court averaged a 0.4 rating against that demo in that time slot during the first quarter.
Court is gearing up for Seriously Red, a broadband channel extension of the action block, and documentaries exclusively produced for Court TV's Web site (www.courttv.com). President and chief operating officer Art Bell said those projects should bow by early summer.