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“Media is so fragmented that you have to determine how to connect with today’s media consumer,” said Skoglund. “You not only have TV but you have Netflix, DVRs, e -readers and computers. You have to find audiences in different ways.”
Campbell Mithun’s client list includes popular consumer products from the likes of General Mills, Pillsbury and Popeyes.
Periscope places advertising for TCF Bank, Treasure Island Resort and Casino, and Ferrara Candy Co. of Chicago, among other clients.
Media planners also watch for programming trends and try to get ahead of the curve.
The 2013-2014 season is offering a rebirth of sorts in the comedy category with the likes of “The Crazy Ones’’ starring Robin Williams and “The Michael J. Fox Show’’ starring the actor by the same name. A series with a limited number of episodes like “Hostages’’ is expected to be successful because it has a beginning, middle and end in the same season. “Agents of S.H.I.E.L.D.’’ and “Sleepy Hollow’’ should appeal to the superhero fans.
But the increase in competitive programming on cable channels has made the options for advertisers more daunting. Cable has also stretched the boundaries of what can be shown on TV.
“Cable has not been a competitor in prime time except for the last few years,’’ said Cranbrook. “Now there is more license on what you can do and what you can run. You have to ask how risk-tolerant a client is. “Breaking Bad’’ is a great program, but it’s not for everyone. You’re just not putting all of your eggs in one basket.”
David Phelps • 612-673-726