General Electric CMO ditches prime time ads to focus on live TV
General Electric’s chief marketing officer has announced a landmark shift in the brand’s TV ad strategy.
Linda Boff said that GE is committed to TV advertising but will no longer maintain ads on primetime TV shows, instead opting for live events with a guaranteed instant audience.
Speaking to Business Insider, she said: “We still believe in TV, but we believe in an audience that is going to stay."
Looking to establish itself alongside established live TV events such as “football, SNL [and] Fallon” the GE CMO said DVR recording was cutting into the value of a prime-time TV slot.
Boff has implemented the strategy changes after recently being promoted to the CMO role in September.