Alphabet’s soaps sprint for daytime gold

Net spots opportunity to campaign for competish's viewers

ABC Daytime will mount a major counteroffensive to lure NBC sudser viewers when the Peacock pulls its dramas off the afternoon sked during the Olympics.

“The Wide World of Soaps” campaign will include roughly 60 interstitials airing throughout the weeks of Aug. 16 and Aug. 23, with the first wave hosted by Bob Guiney of “The Bachelor” fame. Guiney is married to ABC soap star Rebecca Budig of “All My Children.”

ABC Daytime prexy Brian Frons said he believes NBC’s move marks the first time in two decades that a network has preempted its soap operas during the Olympics, presenting a unique opportunity.

The interstitials will have different themes, such as “The Ecstasy of Adultery” and “The Agony of Deceit,” and will follow the model of sports coverage in recapping plotlines. Others will include various competitions using soap stars, such as “Bitch and Sass” and “Scheme and Jerk.”

During the second week, some of the 30-second interstitials will hint as to what will unfold on the various ABC soaps in the weeks to come.

Interstitials will air twice each during ABC’s late morning talkshow “The View” and on “AMC,” “One Life to Live” and “General Hospital.” ABC will begin shooting them later this month in New York and L.A.

ABC Daytime has bought time on six or seven cable nets in the week before the Olympics, which it will use to let viewers know that they can tune to the Alphabet when NBC pulls its two daytime dramas.

As part of its counterprogramming campaign, ABC Daytime also will feature a weeklong murder mystery plotline on “General Hospital” during the week of Aug. 23, spoofing a recent serial murder plotline on NBC’s “Days of Our Lives.”

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