ABC TELEVISION – OVERCOMING BUYER GUILT

Ah, television. Generations grew up hearing: “It will rot your brain, go outside and play!” When we got this assignment, TV was losing share to booming movie attendance, something considered more wholesome, social, romantic. How could ABC get people to watch television instead, something they still feel guilty about? The answer is go at guilt head-on. TV is a guilty pleasure. All the target needs is permission to buy.

Results
• Turned around the years-long trend of declining viewership for ABC