Netflix launches new TV ad campaign
Short article from Reuters presented here in its entirety. Netflix is breaking out the big guns apparently, spending $140 million on a new TV ad campaign.
“LOS ANGELES (Reuters) - Online DVD rental company Netflix Inc (NFLX.O: Quote, Profile, Research) has launched a television advertising campaign featuring its first new commercials since 2003 in the latest salvo of its war with rival Blockbuster Inc (BBI.N: Quote, Profile, Research).
Netflix said last year it would run at break even and crank up marketing spending to stay ahead of Blockbuster’s new online service and dissuade Amazon.com Inc (AMZN.O: Quote, Profile, Research) from entering the U.S. market.
The Los Gatos, California company would not disclose the size of its new media buy, but Wall Street analysts had projected Netflix would spend about $140 million on marketing in fiscal 2005.
The five advertisements, featuring the tag line “There’s a movie waiting for you at home,” will air on broadcast and cable television into next year, a Netflix spokesman said. ”
So that’s it. Putting the nail in Blockbuster’s coffin, I guess, and sending a warning to Amazon. Maybe they’ll swap the red mailer for brightly colored rings.