CBS Taking OOH Market to Tops of Buildings, Airplanes

In an ever-increasing cluttered media marketplace, CBS is once again turning to out-of-home and alternative media to break through the noise. This year, promotions for CBS TV Network’s fall lineup are taking flight, literally, from the tops of buildings to inside airplanes, the network announced Wednesday (Sept. 17).

In a first-of-its-kind promotion for a broadcast network, CBS took out rooftop billboards for The Amazing Race that can be seen as air travelers land at Los Angeles (LAX) airport.

The network’s CBS Fall Preview Show and screenings of its two new comedies Gary Unmarried and Worse Week are available on American Airlines’ in-flight network. The preview show, broadcast on CBS TV Network Sept. 5, is also available on the TV Guide Channel, Comcast, AT&T U-verse, and Verizon FiOS.

Bringing its marketing into households across the nation, CBS is promoting its shows on Hanger Network’s EcoHangars distributed at dry cleaners. Beginning in mid-September, CBS’s five new series, as well as The Early Show and How I Met Your Mother will be featured on the environmentally friendly hangers, made from 100 percent recyclable and recycled paperboard.

“Our hanger campaign is eco-friendly, fun and effectively targets adult consumers by having our shows literally hang around peoples homes,” said George Schweitzer, president of the CBS Marketing Group.