Fox Sports Net will run TV, print and radio ads
surrounding the arrival of new "Fox Sports News" senior
anchor Keith Olbermann. Ads are being done by Wong Doody,
Seattle, and will start to run sometime after December 4,
when Olbermann is no longer under contract with MSNBC. The
network is in the process of buying time for the campaign.
Fox Sports Net VP/Marketing Kurt Schneider said the TV spots
will "definitely" run in the top ten markets, and probably
in the top 15. Print ads will appear in national
publications, including the N.Y. Times, USA Today and SI.
Olbermann will be appearing in the TV spots. Schneider said
that FSN's national ad campaign is designed to "educate
viewers" of the fact that he's on FSN. One spot has been
running during "Fox NFL Sunday," but Olbermann did not
appear in the ad. The commercial, which features quotes
from the press on Olbermann's move, is also running on FSN
and FX, and will continue to run on "Fox NFL Sunday" through
Olbermann's arrival. As for Olbermann's promotional
appearances, FSN spokesperson Michael Llewellyn said, "So
far we haven't had to beat the drum on our own, so many
people are coming to us. We've had lots of requests for his
time, which makes getting him out there easier." Schneider
also said that the net will run some national ads promoting
the arrival of Chris Myers sometime in December (THE DAILY).
