The network will embed a video chip into the pages of
Entertainment Weekly’s Sept. 18 edition (well, for subscribers in NY and LA –
the rest of the country and newsstand buyers will get a version without the
chip). CBS is teaming with Pepsi to co-promote the network’s Monday night
lineup and Pepsi Max.
LA-based Americhip is the company behind the chip. The
battery fueling each one, it claims, can run about 40 minutes of video.
It’s a fascinating step forward in advertising, though I’m
curious how much it’s costing the two companies. (Are ad-supported ads really
the next step in the advertising world? Shudder.) Given the limited
distribution, it has to be significant.
Running the ad in the nation’s top two markets will
certainly help, but as my colleague Brian Lowry noted in his blog BLTv, CBS is
already seeing a surge in viewership for “The Big Bang Theory”. If Monday’s see
a ratings bump at CBS, will it be due to the innovative print ads or viewer
excitement built up by on-air spots this summer?