[10/02/06 - 12:00 AM]
Viewers Remain Engaged During the CW's First Content Wrap with Mediavest

[via press release from The CW]


Three-Part Content Wrap Retains Virtually 100% of Women 18-34 Audience

During "America's Next Top Model" Premiere On Wednesday, Sept. 20

October 2, 2006 (Burbank, CA) ?? Created through The CW Network and MediaVest's partnership, the network's first content wrap cumulatively delivered virtually 100% retention of the women 18-34 audience throughout the premiere of "America's Next Top Model," on Wednesday, Sept. 20. Retention based on Nielsen Media Research NPower Minute by Minute ratings.

"After talking with the advertising community about new and different ways to stand out above the clutter, The CW developed content wraps as an innovative approach to marry entertainment with our advertisers' message to keep the viewers engaged," said Bill Morningstar, Executive Vice President, Media Sales, The CW. "With MediaVest and their client, Procter & Gamble, as our partner, we've found a great concept that is very organic to America's Next Top Model, and with 100% retention of women 18-34 through the night, the consumers clearly responded."

Brent Poer, Vice President, Production at MediaVest adds: "CWH is the most recent example of the unique program formats emerging from MediaVest's connective tissue unit since our inception three years ago. Our changing market demands a behavior shift in how viewers perceive commercial time. These extraordinary results validate our business premise that if we provide viewers entertaining and informative programming that is engaging and captivating, they will respond. Through franchises like CWH, we will continue to provide a reason for viewers to not only tune-in but also stay-tuned through fresh and creative content."

The network's first content wrap introduced The CW and MediaVest co-created entertainment and popular culture mini-magazine, CWH, entitiled "C What's Hot," "C What's Happening," and "C What's Hip," which will live on-air and online. The first CWH spotlight, sponsored by Procter & Gamble's Herbal Essences, takes viewers behind the scenes at Fashion Week in New York City, making it a natural fit with "America's Next Top Model."

In a series of three two-minute segments, the first installments of CWH focused on Fashion Week trends, celebrity gossip and personal fashion advice, respectively. Each segment also featured celebrity hairstylist Ashley Javier providing viewers with tips they can use to create the styles from fashion week using Herbal Essences styling products.

After airing in primetime on Sept. 20, the CWH content wraps aired during The CW's Monday-Friday Daytime block (3:00-5:00 p.m. ET) as can be seen on The CW website.

Future installments of CWH, a MediaVest exclusive franchise, will also be seen in up-coming content wraps. In addition, the CWH franchise is launching a comprehensive online component on The CW website (http://www.cwtv.com/), including a CWH blog and newsletter, which will be regularly updated with news and features about fashion trends, beauty tips and entertainment news.

About The CW:

The new CW Network, which is owned jointly by CBS Corp. and Time Warner, Inc., will consist of a six-night, 13-hour primetime lineup including Monday through Friday nights from 8:00-10:00 PM (ET/PT); Sundays from 7:00-10:00 PM (ET/PT); Sunday from 5:00-7:00 PM (ET/PT) outside of prime time as well as a Monday-Friday afternoon block from 3:00-5:00 PM (ET/PT) and a five-hour Saturday morning animation block. Altogether, the network will program 30 hours a week over seven days. For more information, visit www.cwtv.com.

About MediaVest:

MediaVest, a division of the Starcom MediaVest Group (SMG), a subsidiary of Paris-based Publicis Groupe, is one of the leading, full-service media specialist companies offering brand-building results and business solutions. Heralded as one of the first media companies to consistently deliver Innovation that Works and industry-first initiatives and products, MediaVest's long-standing client partnerships include some of the world's leading marketers including The Coca-Cola Company, Kraft, Masterfoods, Mattel and P&G. For more information, please visit http://www.mediavestww.com/.

  [october 2006]  


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