Fox to track network promos
Stephen Warley July 26th, 2006
Fox has signed on Teletrax, a television monitoring firm, to track the usage of its network promos by its affiliates. Michelle Garry, executive director, affiliate marketing for Fox says they want to provide better marketing tools for their affiliates, “Only by analyzing what they are using can we accomplish this goal. We believe that our ability to provide a better product will enhance our relationships with our affiliates. It is truly a win-win situation.” In my humble opinion, if Fox really wants to see how effective their promos are, they should also monitor “engagement” or “attentiveness,” similar to ABC’s move to provide “ratings” for its commercials.
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