Morning-Show Spin: ABC Uses Pharrell Williams’ ‘Happy’ To Counter NBC’s ‘Rise To Shine’

Good Morning America

Behind the smiling faces on the nation’s two most popular morning shows lurks something slightly more sinister: Marketing campaigns designed to make viewers consider one over the other.

To celebrate March 20th’ s status as “International Happiness Day” (who knew?), ABC this morning unveiled a new video designed to celebrate – and call attention to – “Good Morning America,” the sunnyside program that upset NBC’s “Today” in 2012 to rank as the nation’s most-watched morning show. In the video, a host of Disney-backed anchors from ABC News, Fusion and ESPN cavort to the strains of Pharrell Williams’ new hit “Happy,” along with stars and personalities from ABC Daytime and ABC’s prime-time schedule.

The ABC effort comes after NBC in January launched a promotional salvo for “Today’ with the slogan “Rise To Shine.” At different times this year, NBCUniversal will promote “Today” across many of its media properties.

TV executives seem to have a fondness for “Happy.” At a recent upfront presentation held by The Weather Channel, the single was played at nearly every break in the action. The tune surfaced again yesterday at an upfront press event held for National Geographic Channel and Nat Geo Wild. Will the networks glom on to some other audio delight before too long?

Filed Under:

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 1

Leave a Reply

1 Comment

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More TV News from Variety

Loading