×
You will be redirected back to your article in seconds

Soap promos ad up

CBS' Bloom unveils marketing campaign

Whipping up the suds for the Eye’s No. 1-rated soap lineup, new CBS daytime topper Barbara Bloom has unveiled the first major marketing campaign of her rule.

The summertime initiative — “Hot Enough for You” — includes seven ads that are running in primetime as well as during the day. The net also has retooled inhouse show teasers.

And in a programming and promotional tie-in with Island Records, Grammy-nominated recording artist Daniel Bedingfield will appear July 9 on “Guiding Light” to perform his hit single “If You’re Not the One.”

His appearance is the official kickoff of the promo campaign, although some of the spots have been running in recent days.

Bloom said she felt it was important to rethink the way CBS reaches out to daytime auds and entice new viewers.

“In developing the campaign with our inhouse creative team as well as MKA Advertising, we looked at all these great stories each show is telling right now,” Bloom said.

Tuneful promos

It isn’t the first time CBS daytime has teamed up with musical talent. Previous promos featured music by Alicia Keys, while Latin sensation Ennis appeared on “The Bold and the Beautiful.”

Soap operas generally take care of themselves, immune to some of the pressures facing primetime and other programming blocks. CBS has the top-rated daytime lineup.

A veteran of the soap opera biz, Bloom arrived at CBS earlier this year from ABC, where she held several positions, including head of the Alphabet’s West Coast daytime programming department.

At the Eye, Bloom also is in charge of the net’s Saturday morning children’s block.

More TV

  • Pete Davidson Sits Out Final 'Saturday

    Pete Davidson Sits Out Final 'Saturday Night Live' Sketches of 2018

    Just hours after “Saturday Night Live” cast member Pete Davidson posted a message on social media that said he “really [didn’t] want to be on this Earth anymore,” he was absent from the final 2018 live sketches of the late-night sketch comedy show. But although Davidson did not take part in the sketches or appear [...]

  • Pete Davidson photographed by Peggy Sirota

    Pete Davidson Posts Unsettling Message, Deletes Instagram

    UPDATED: “Saturday Night Live” cast member Pete Davidson posted a disturbing message Saturday morning stating he doesn’t “want to be on this earth anymore,” then deleted his Instagram account. In the post, Davidson wrote, “I’m doing my best to stay here for you but i actually don’t know how much longer i can last. all [...]

  • Disney Channel Fires 'Andi Mack' Actor

    Disney Channel Fires 'Andi Mack' Actor Arrested for Plotting Sex With Minor

    Disney Channel has severed ties with “Andi Mack” actor Stoney Westmoreland following his arrest for allegedly trying to arrange a sexual encounter with a 13-year-old. “Stoney Westmoreland, an actor working on the series ‘Andi Mack,’ was arrested in Salt Lake City today,” a Disney Channel spokesperson said in a statement Friday. “Given the nature of [...]

  • Russian Doll

    TV News Roundup: Natasha Lyonne's 'Russian Doll' Sets Netflix Premiere Date

    On Friday’s roundup, Netflix announces the premiere date for “Russian Doll” and Benedict Cumberbatch’s “Brexit” film has a premiere date on HBO FIRST LOOKS Showtime has released a new teaser for the upcoming comedy series, “Black Monday,” which will premiere Sunday, Jan. 20 at 10 p.m. ET/PT. The series stars and is executive produced by Don [...]

  • Vanity Fair Review

    TV Review: 'Vanity Fair'

    There’s something comforting about the predictability of a period piece novel adaptation in the Masterpiece Theater tradition. Knowing the story, or even just the rhythms of the genre, there are rarely many surprises. The women will toss off witticisms and cry careful, pretty tears; the men will steel their jaws and declare their love, ideally [...]

More From Our Brands

Access exclusive content