Liquor Client Heavies Up Cable Buys9/05/2002 5:25 AM Eastern
Diageo plc's Crown Royal Canadian whiskey will begin a pre-holiday
network-cable campaign in October.
The buy, expected to run through year-end, signaled that more cable
programmers than ever are now willing to accept distilled-spirits
About one-dozen such networks are said to be part of the campaign --
reportedly budgeted at around $10 million -- but only Bravo and Courtroom
Television Network have confirmed that so far.
Others on the buy list for the Diageo brand via Grey Global Group's MediaCom
Worldwide buying operation are Outdoor Life Network, MTV Networks' TNN: The
National Network and USA Networks Inc.
A USA spokesman confirmed only Diageo's Smirnoff vodka buy. That marketer's
Baileys Irish Cream has also made network-cable buys, for instance on American
Movie Classics and WE: Women's Entertainment.