Oprah Winfrey's Oprah Network Is Having a Hard Time Attracting AdvertisersWould you spare a minute for Oprah Winfrey and her new cable TV network OWN? Apparently, ad buyers won't.

About 75% of deep-pocketed ad buyers interviewed in a Deutsche Bank survey said that they do not plan to buy commercial time from The Color Purple star. Perhaps it's because the color green -- as in money ripening from a vast audience hooked on round-the-clock chunks of original programming -- hasn't materialized yet. The remaining 25% of ad buyers indicated they will perhaps bite when Winfrey's own OWN show begins in the fall.The once-dubbed "Queen of Daytime TV" hasn't exactly been relegated to entertainment peasantry, Deutsche analyst Matt Chesler said in a story published on BNET. It's just that her power to attract advertisers is limited by the network's current content. Old pals Gayle King and Dr. Phil plus the In the Bedroom sex therapy show and Anna & Kristina's Grocery Bag cooking segment and the occasional movie -- such as Officer and a Gentleman -- occupy most of the air time in a repeating 24-hour cycle. That isn't going to attract the viewership to command and receive stiff rates for 30-second and 60-second spots.

Thirty-one media buyers with a combined purchasing power of $5 billion spilled their strategy to Deutsche. Among the findings: 12 said outright they would not allocate funds for Oprah right now. Six will wait for Oprah's Show debut. Two would dip into funds from other female-targeted programs. None indicated they would raid the coffers they normally reserve for daytime TV, another province of women. Three would think about rearranging their fiscal allegiance to other women-geared cable networks to invest in OWN. And one will take a wait-and-see attitude.

We'd like to see the survey done again when programming expands -- and not just to Winfrey's own show, which will air just twice weekly anyway. That might not be enough to skewer ratings to a point where said ad buyers will part with their billions.

The analysis naturally hedges. Winfrey's celebrity remains formidable, and the combination of low-cost shows with her name value generates huge potential. Procter & Gamble's pledge to pay $100 million for commercial time got OWN off to a nice start. But OWN will have to generate more momentum.

Winfrey, one of the world's wealthiest and most influential women, also seems to have a knack for creating publicity. Her declaration this week on Piers Morgan's CNN show that she pondered suicide as a 14-year-old -- even if unintentional -- brought her right back into the spotlight.

Lifetime, HGTV and the rest of the female-targeted networks better not get too comfortable. And that isn't just talk.

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Sofía Santucho

I want to share my experience in using ad networks. I discovered adtomatik and it was the first service I used of this type and got the best results that I could ever imagine.

September 19 2014 at 11:37 AM Report abuse rate up rate down Reply

Gayle King is the ruler of "her world." Therefore, she should walk with good intentions and do what is best for her.

Also, I heard, in order to up her network ratings, Oprah Winfrey is changing her platform to reach more out to the african american community. Well, I'm ready for my closeup!

In June 2012, I, Tony Eason, (and 2,500 of my best friends) will cycle 575 miles from San Francisco to Los Angeles in the fight against the AIDS Pandemic. And as we ride past the home of Oprah Winfrey,, I invite the O.W.N to participate (in any way that they can).

The presence of Oprah at the AIDSLifecycle 2012 Closing Ceremonies would not only fuel the hearts of the 2,500 cycling philanthropists & 400 volunteer crew members – it would present a platform to continue promoting self empowerment; flattening ignorance; and providing education as a prominent African American Woman in the African American Community,

AIDS/LifeCycle is co-produced by the San Francisco AIDS Foundation and the L.A. Gay & Lesbian Center and is designed to advance their shared interests to end the pandemic and human suffering caused by AIDS.

I know:

1. It takes a village to raise a child,
2. You get in life what you have the courage to ask for.
3. The best way to teach is by example.

And as I prepare & train for my 15th Journey from San Francisco to Los Angeles, I know I’m doing the right thing.

Check out the Invitation to Oprah Winfrey - http://www.youtube.com/watch?v=Qrr4_5jQoaM
Check out the Oprah Winfrey Fan Pics - http://ynottony.com/oprah.php

December 18 2011 at 11:15 PM Report abuse rate up rate down Reply