by Mike DelloStritto

Ion Media Networks [14]

601 Clearwater Park Road West Palm Beach, FL 33401

Phone: (561) 659-4122

EXECUTIVES

: Brandon Burgess, Chairman and CEO [15]

: Chris Addeo, Marketing [16]

: Jeff Quinn, Finance [17]

: Douglas Holloway, Distribution [18]

ABOUT ION MEDIA NETWORKS

Ion Media Networks was founded in 1984 under the name “Paxson Communications”. It wasn’t until 2006 that the company rebranded itself into what is now known as Ion Media Networks. The company today focuses their efforts in three areas: general entertainment television, special interest television, and mobile television.

Ion is considered a pioneer when it comes to providing their audiences with special interest television. They are the first to have launched two 24/7 DTV channels: Qubo and Ion Life [1]. Qubo is a safe haven for young kids to access entertainment that is always “good fun”. Qubo claims to be one of the few networks that offer age-appropriate programming to the underserved age group of 5 to 8 year olds. Ion Life is a channel dedicated to those with healthy, active lifestyles. The various programming options on this channel look to inspire, entertain, and encourage people to live their best possible lives.

In addition to special interest television, Ion co-founded the industry movement to bring television to mobile devices. Ion is a founding member of Mobile Content Venture (MCV), along with NBCUniversal, Fox and leading broadcast station groups [2]. Their division of mobile television, Dyle, provides viewers with access to live, local broadcast television through compatible mobile devices in select markets.

General entertainment television is Ion’s most prominent media outlet. They are a leading, high quality U.S. network, constantly providing innovation and growth to the industry. They serve an adult audience ages 25-54, and have recently expanded their reach to 260 million Americans in over 100 million U.S. households [3]. Their viewership has doubled since rebranding to “Ion Television” in 2008, climbing from nowhere to inside the top 15 cable ratings [4]. Their slogan “Positively Entertaining” lives up to the bill with syndicated programming such as: Criminal Minds, Numbers, Cold Case, and their original series Flash Point, in addition to many others. Their programming also includes various movie titles.

THE BEGINNING OF THE CAMPAIGN

Ion Television’s lineup of fully syndicated programming makes it difficult to persuade marketers to advertise on their channel. It is presumably more attractive for marketers to reach out to one of Ion’s competitors such as CBS or Fox, and advertise where programming is more diverse. Ion isn’t holding an upfront in 2013 to gain advertising on their channels like ABC, A&E, truTV, and Bravo (to name a few) are holding [5]. Instead, Ion must develop unique and creative ways to reach their advertisers.

Announced on March 4, 2013, the rebranding of Ion television and their new multi-tiered B2B campaign, introducing the ‘Ionthusiasts’, is exactly the creative buzz the network needs [6]. To go along with the campaign, Ion television will be releasing their new network logo under their already established tagline “Positively Entertaining”.

: OLD [19]

: NEW [20]

INTRODUCING THE IONTHUSIASTS

The bulk of the campaign is centered on the “Ionthusiasts”. According to independent research studies conducted by the network, Ion leads all of cable in adult co-viewing in households watching TV together. The data shows Ion is number 1 in cable for hours watched per viewer, and 69% of these committed viewers are watching marathons on a routine basis. After digesting this data, Barker DZP, the New York-based agency that developed the creative decided, “Ion viewers are highly engaged and unique in their passion for the network’s programming, they make an appointment to watch this content live for several hours at a time, which is why ‘Ionthusiasts’ is such an appropriate descriptor” [7].

Barker DZP Advertising [21]

The campaign will carry media buys across many different platforms including spots in print and out-of-home; however, the most intricate are the online spots. The network chose Barker DZP’s approach because, “their campaign truly reflected the attributes of our viewers…we found the perfect moniker that fully represents the quality of our audience and their enthusiasm for the Ion Television brand” [8].

The Ionthusiasts have a separate website displaying the three fictional couples (the Ionthusiasts) based on Ion’s key demographics: adults 25-34, 35-44, and 45-54. Each couple has a “profile” explaining some key facts about the particular age demo. These facts include: why they watch Ion Television, the percentage of having kids, some hobbies they enjoy, and their personality traits [9].

Ion Demographics [22]

Each couple even has a little video so the advertisers can see each demographic in action.

Dean & Steph [23]

Next, there is a “Learn About Ion” tab that contains a sizzle reel of their top shows [10]. However, the site goes even more in depth with an interactive section, allowing advertisers and marketers to drill down even deeper into the types of people that watch Ion Television. In order to receive a username to partake in the interactive part of the site, you must be an employee of a media planning & buying agency, advertising agency, or an advertiser [11]. Once you receive a username, you can play an interactive game that follows one of the Ionthusiasts families through their day. At each stoppage you make a decision to progress the family further along; this is useful to an advertiser because an “Ionthusiasts Fact”, which gives the player even more intricate details about the exact viewer, supports each decision you end up making. As you can see in the picture, the fact explains, through an MRI Spring 2012 Study, that Ionthusiasts are pet owners, suggesting the answer to the question is to travel to the pet store [12].

Interactive game [24]

These Ionthusiasts Facts clue marketers and advertisers into the minute details of each demographic, creating opportunities for super specified advertising to develop. For example, if Pet Smart knows that Ion has a very dedicated viewing audience, and that same dedicated audience owns pets, purchasing a media buy on this channel would be ideal for both parties. In addition to gaining insight on viewers, the marketers that play the game can earn points that go towards prizes such as iPads, vacations, and gift cards.

THE ION LONGUE

Ion Lounge [25]

Ion Media Networks did not neglect their dedicated fans through their campaign and rebrand. They developed an offshoot from the Ion Television website called the “Ion Lounge” [13]. It is a fun, colorful, and interactive site for fans to get their Ion fix long after their favorite show is over. The Ion Lounge allows you to play games and answer trivia about the shows. Each time you complete a game or answer a question right, you earn points that can later be traded in for prizes. These prizes do not compare to the Ionthusiasts prizes the marketers can win, but rather act as a token of fan-hood for the network with items such as t-shirts, tumblers, and drawstring bags. In addition, fans can create their very own “Ion Lounge” and upload it to the gallery where others can view the creation. It’s simple, but a great way to keep the viewers active with the brand.

: Ion Longue homepage [27]

: Lounge example [26]

It takes a creative genius such as those working at Barker DZP to develop such an ambitious and unique plan for attracting advertisers, but it seems as though Ion certainly has a good thing in the works thus far. It is still early in the campaign, but I’m sure they are going to be very happy with the results when it comes to an end.