Turner Makes High-Profile Super Bowl Play

The truTV Polamalu spot will also rub elbows with a relevant bit of creative, as it is slated to run immediately after an NFL promo.

“Not only is this the perfect environment in which to announce our new show, but it also gives us entrée into the one time of the year where so much creative talent all comes together for so many different brands,” Juris said. “The Super Bowl spots are the end product of the most intense creative thinking in a very concentrated period of time.”

The Super Bowl buy and the launch of the new series come on the heels of a huge ratings year for truTV, which was purchased by Time Warner in 2006. Per Nielsen, truTV in 2009 enjoyed its best year among its target demos, averaging 524,000 viewers 18-49 in prime (up 11 percent versus the previous year) and 537,000 adults 25-54 (up 5 percent). The network enjoyed its most-watched year among the core male demos.

Boasting a lineup of original series such as Black Gold, Full Throttle Saloon and Conspiracy Theory with Jesse Ventura, truTV is growing its male audience while making a fairly rapid descent in terms of its median age.

Last year, male viewers accounted for 54 percent of truTV’s deliveries, up from 51 percent in 2008. In about that same span, the net’s median age has fallen to 46 in prime, down from 52 in the fourth quarter of 2007 (immediately prior to the rebranding).

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