Television Week: Networks Increase Advertising on High-Traffic Internet Sites

Sci-Fi finds web audience
a good match

Television networks are realizing the power of the Internet as a means to promote new programming. Networks including Sci-Fi, Fox, USA, The WB, and Animal planet are all using the Internet extensively.

"It's the core of our campaign," said Dave Howe, senior VP of marketing for the Sci-Fi Channel. "Entertainment is the number one form of content on the Internet. If you're in the industry, how could you not consider using this medium?"

Networks are realizing the demographic targeting capabilities of the Internet medium using zip code, age and behavioral characteristics to efficiently reach potential viewers. AOL, Yahoo and MSN are among the sites most heavily used by networks for their promotional plans.

Taking this a step further, and acknowledging research showing concurrent usage of television of the Internet , networks can create promotional tie-ins driving users back and forth between the two media.