BET: We’re No. 1 Awards Show

NEW YORK BET’s off-channel marketing and creative services teams have developed a “No expense spared … except for the advertising” theme to promote the company’s third annual BET Awards.

The New York-based cable TV channel’s ad campaign, which is backed by a $2 million media budget, is meant to humorously communicate that all of the money is in the awards show broadcast, not the advertising.

The campaign encompasses radio, outdoor and transit advertising, TV spots on BET and other Viacom-owned networks, print ads in African American publications, as well as a promotional contest with CBS’s The Young and the Restless soap opera. The print ads were created by BET, and the New York commercial production company Drop Squad produced six television spots.

The commercials began airing on BET May 14 and feature a character from last year’s campaign as the primary spokesperson. The spots reiterate that, among African Americans, BET has produced the No. 1 awards show for the past two years. Comedy Central, UPN, VH1, TV Land and Noggin will also air the commercials.

The awards show will be telecast June 24 from Hollywood’s Kodak Theatre. Television actress Mo’Nique will host the program, which will honor James Brown and Magic Johnson with the Lifetime Achievement Award and Humanitarian Award, respectively.