No joke – CBS announced to its affiliates that it is launching “Project L.E.N.O.” – an aggressive multi-tiered local market campaign (Late Prime Enhanced News Opportunity), designed to boost its stations’ 10:00 PM, ET/PT viewership and flow into late local news in the new season.
The Network is providing a full “tool kit” of materials to stations to promote the 10:00 PM hour. Opportunities include sponsorable broadcast spots and behind-the-scenes vignettes, sponsorable web banners and tagable radio spots. The package also includes an affiliate swap spot to promote the 10:00 PM hour.
“As the face of network television changes this Fall, ‘Project L.E.N.O.’ will help our stations capitalize on this opportunity in the 10:00 PM hour,” said George Schweitzer, President, CBS Marketing Group. “Our Marketing Group loves acronyms…and Project L.E.N.O.’ says it all.”