Bell Media Reveals Multi-Million Dollar Promotional Campaign for Canadian Original Productions During SUPER BOWL XLIX on CTV
— January 30, 2015
– Promo spots for CTV’s MASTERCHEF CANADA, SAVING HOPE, and MOTIVE, Space’s BITTEN and ORPHAN BLACK, Bravo’s 19-2, and Discovery’s AIRSHOW to be featured during the most-watched television event in Canada –
– For the fourth time in five years, a Canadian series gets coveted post SUPER BOWL timeslot on CTV –
–New on-air creative created exclusively to debut during the Super Bowl features two original spots for Toronto digital startup Hubub–
To tweet this release:http://bmpr.ca/1JVF8jr
TORONTO (January 30, 2015) – With the most-watched television event in Canada now just two days away, Bell Media revealed today its slate of on-air creative to support its original Canadian independent productions set to air during the network’s exclusive Canadian coverage of SUPER BOWL XLIX. Conceived, developed, and produced by the award-winning Bell Media Agency, the on-air creative showcases Bell Media’s original Canadian productions during the biggest promotional platform on Canadian television.
Last year, Bell Media dedicated nearly four dozen spots, totalling 12 minutes of air time, promoting its original Canadian series in SUPER BOWL XLVIII, with a value of more than $4 million. SUPER BOWL XLVIII was the most-watched broadcast of the year in Canada with an audience of 7.9 million viewers.
“With so many eyes on a ratings powerhouse like the Super Bowl, it’s the best opportunity of the broadcast year to showcase our original independent productions to Canadians,” said Phil King, President – CTV, Sports, and Entertainment Programming. “A mix of dynamic and creative promos, all produced in-house, will engage viewers with an entertaining array of spots designed to increase audiences for these original series.”
For the fourth time in five years, CTV will utilize the massive Super Bowl audience as a sampling opportunity for a Canadian series. Immediately following the conclusion of the big game, CTV debuts the Season 2 premiere of hit series MASTERCHEF CANADA. This is the second year in a row that CTV has used the Super Bowl to bolster MASTERCHEF CANADA, which after delivering an audience of nearly 2 million viewers last year, went on to become the first and only homegrown series in more than a decade to land in the Top 10 list of the most-watched television series in Canada for A25-54 and A18-49 last season. In addition to MASTERCHEF CANADA, original Canadian series that benefitted from the massive audience of the biggest sporting event on television are FLASHPOINT, as well as MOTIVE and SAVING HOPE, currently two of Canada’s most-watched original dramas.
Bell Media Original Canadian Productions Featured SUPER BOWL XLIX:
* click on program title to preview the spot
MASTERCHEF CANADA (Season 2) – premiering Sunday night on CTV
SAVING HOPE (Season 3) – currently airing on CTV
MOTIVE (Season 3) – premiering March 8 on CTV
AIRSHOW (Season 1) – currently airing on Discovery
19-2 (Season 2) – currently airing on Bravo
BITTEN (Season 2) – premiering February 7 on Space
ORPHAN BLACK (Season 2) – currently streaming on CraveTV
All promotional spots were created in-house by the award-winning Bell Media Agency. Highlights include:
• The original BITTEN spot for Space, which was shot on location in Toronto and features nine actors, an artificial forest, a fog machine, and one gallon of fake blood. On social media, this original Space promo has already reached 246,528 fans and received a total of 8,643 likes, comments, and shares.
• The 19-2 “critics” spot, incorporating media reviews for the ongoing second season of the critically acclaimed series.
• The MASTERCHEF CANADA spot, which cooks up a tantalizing appetite for the post-SUPER BOWL premiere of the second season of the hit culinary series.
• With impressive imagery using the latest camera technology, the AIRSHOW promo captures the essence of this all-new Canadian Discovery series while underscoring the heroes of the most dangerous part-time profession on earth. Already, the :30 promo has reached a social audience of more than 1 million users.
• Many of the Canadian spots will be used to promote catch-up opportunities for Canadian series on CraveTV, including SAVING HOPE, MOTIVE (prior to its Season 3 debut on CTV March 8), and ORPHAN BLACK (returning to Space for Season 3 April 18).
Bell Media will also feature two on-air spots for Toronto startup Hubub during the Super Bowl: a 30-second informational ad about the new digital platform for exploring and discussing interests, and a 15-second commercial directing fans on Sunday to a special hubub (hubub.com/biggameads) hosted by Bell Media’s TheLoop.ca, featuring this year’s highly-anticipated Super Bowl ads from around the world.
CTV’s extensive live coverage of SUPER BOWL XLIX from the University of Phoenix Stadium in Arizona includes six consecutive hours of pre-game programming with coverage beginning at 12 noon ET/9 a.m. PT (visit CTV.ca to confirm local broadcast times).
- Bell Media -
Source: Source: Numeris (BBM Canada), Sept 23, 2013 – May 25, 2014 vs. equivalent weeks in previous years, final data. Super Bowl audience includes broadcast audiences for CTV Total and RDS. CTV electronic audience databases and Top 20 records incorporate data beginning in 1994 and 2004, respectively. Audiences prior to August 31, 2009 based on BBM Nielsen Media Research Mark II meters.
About Bell Media Independent Production
Bell Media has commissioned some of Canada’s most-watched and most-acclaimed original programming, working with the best Canadian independent producers in the country. Hit CTV series include ratings success stories SAVING HOPE, MOTIVE, the record-breaking THE AMAZING RACE CANADA, and MASTERCHEF CANADA. Among the scripted series on Bell Media pay and specialty channels are the three-time Emmy®-nominated hit DEGRASSI, the internationally acclaimed ORPHAN BLACK, the most-watched original series in Space history BITTEN, Bravo’s most-watched new drama 19-2, TRANSPORTER – THE SERIES, dramedy SENSITIVE SKIN, and the upcoming KILLJOYS. Bell Media specialty channels are also home to hit factual series HIGHWAY THRU HELL, COLD WATER COWBOYS, and CANADA’S WORST DRIVER, among others.
About Bell Media
With passion and an unrelenting commitment to excellence, Bell Media creates content and builds brands that entertain, inform, engage, and inspire audiences through the platforms of their choice. Bell Media is Canada’s premier multimedia company with leading assets in television, radio, out-of-home advertising, and digital media. Bell Media owns 30 local television stations led by CTV, Canada’s #1 television network; 35 specialty channels, including TSN and RDS, Canada’s most-watched specialty channels in English and French; and four pay TV services, including The Movie Network and Super Écran. Bell Media is also Canada’s largest radio broadcaster, with 106 licensed radio stations in 54 markets across Canada. Bell Media owns Astral Out-of-Home, one of Canada’s most dynamic and innovative out-of-home advertising companies with a network of more than 9,500 advertising faces in Québec, Ontario, Alberta, and British Columbia. Bell Media also operates more than 200 websites; delivers TV Everywhere with premium subscription on-demand streaming service CraveTVTM, as well as its innovative GO video streaming services including CTV GO, TMN GO, and TSN GO; holds an equity stake in digital startup Hubub; is partners in Cirque du Soleil Media, a joint venture with Cirque du Soleil; and owns Dome Productions Inc., a multi-platform production company. Bell Media is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. For more on Bell Media, please visit www.bellmedia.ca.