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TV Showdown: ABC Stations Airing Rival Promos
22 Oct
Summary
- Promos for Chris Harrison's new dating show will air on ABC stations.
- Warner Bros. sent a cease-and-desist letter over references to 'The Bachelor'.
- Fox Nation responded, accusing Warner Bros. of malicious targeting.
Promotional spots for Chris Harrison's new dating series, "The Vow," are set to appear on local ad inventory across numerous ABC stations. This development follows a cease-and-desist letter sent by Warner Bros. Television, producer of ABC's "The Bachelor," which alleged that Fox Nation's promotions were improperly referencing its popular franchise.
Fox Nation has reportedly responded to the legal challenge, dismissing the claims as an attempt to restrict competition. The company stated that Warner Bros. is maliciously targeting Mr. Harrison and Fox Nation, rather than protecting legitimate intellectual property. This strategy of advertising on rival networks' local affiliates is a known tactic to circumvent direct ad placement blocks.
The tactic of airing counter-programming or competitive ads on local stations has a history. Previously, networks like The CW, TNT, and ABC itself have utilized this method to draw viewers away from competing programs. Advertisers have also employed similar strategies, especially during high-profile events like the Super Bowl.
