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For TV ads, future is targeting niches - The Boston Globe
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For TV ads, future is targeting niches
Databases, cable channels help marketers tailor messages
By Joanna Weiss, Globe Staff June 10, 2005
What sort of show is ''Into the West," the miniseries that starts tonight on TNT? The answer depends on where you saw the message. The ads that ran during the ''Desperate Housewives" finale promised a heart-wrenching family saga. The ads that ran during the NBA playoffs hyped action-packed battle scenes. The ads that ran during ''Smallville" promoted teen idols Skeet Ulrich and Keri Russell. In all, TNT has marketed its epic series six different ways, to viewers with different attitudes about TV. It's a leap beyond pursuit of the 18-to-34 crowd into the realm researchers know as ''psychographics": tapping into viewers' brains and behavior. And it represents"
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