Court TV Orders Return on Investment

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New York -- Court TV said it made good on virtually all of the return-on-investment-guarantee deals it inked with a quartet of major agencies during last year’s upfront selling season.

During an upfront presentation to the press here Tuesday, Court TV general manager and executive vice president of sales Charlie Collier reported that 97% of the brand schedules on the network met or exceeded the ROI guarantees made to the clients of four major agencies.

Court closed ROI pacts -- constructed on a combination of metrics incorporating audience exposure, engagement and attention levels and gauged off minute-by-minute viewing data -- with Starcom MediaVest Group, Magna Global, Carat USA and Mediaedge:cia during last year’s upfront. Those schedules began in the fourth quarter of 2005.

Relative to the other 3% of the fourth-quarter schedules, Court delivered 95%-99% of its ROI guarantees, and it will make up the underdelivery with involved viewers, according to Collier.

“As the network that proved the value of ROI, we need to be even more accountable this year,” he added.

Collier also noted that Court in the next few weeks will unveil research featuring metrics underlining the real value of sponsorship and brand-integration packages.

On the programming side, GM Marc Juris said Court -- which enjoyed its best-ever first quarter among adults 18-49 with 396,000 of those watchers on average during primetime -- would return one-dozen series.

It also plans new investigative-series additions like Haunting Evidence, On the Run and Missing Persons Unit, plus new entries like Beach Patrol: Miami Beach, SWAT USA and Video Justice for its “RED. Real. Exciting. Dramatic.” block.

Court officials noted that the action strip, running weeknights from 8 p.m.-9 p.m., ranked eighth among all ad-supported cable networks in that hour among adults 18-49. The network averaged a 0.4 rating against that demo in that time slot during the first quarter, according to officials.

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