Marketing VOX writes via AdAge that several TV networks are using paid search with Google AdWords and Yahoo Search Marketing (Overture) to generate traffic to previews of fall shows.
Here’s an example for the show Prison Break. Networks are certainly feeling the effect of shifting audiences and finally realize search engines are where larger numbers of potential audiences are spending their time.
In fact, here are some numbers for you: Internet usage in the US is currently at 68% penetration with 223 million users as of July 2005 according to Nielsen//NetRatings. Simultaneous Web and TV usage is up 72% according to the last “Media in Mind” survey by Universal McCann.
Big media giants are waking up to marketing online including search. Kevin Ryan makes some interesting predictions about the result: