New York - APRIL 10, 2014 - BuzzFeed announced today a new partnership program for advertisers to leverage their content on BuzzFeed on their own platforms. The BuzzFeed Social Tune In Program will create a full-circle TV, social and digital program for advertisers while leveraging BuzzFeed's brand and unique voice on air. Bravo and IFC, beta partners in the program, will be official launch partners.
"Our first ads on BuzzFeed three years ago were with TV partners and TV Tune In is one of our strongest categories. Everyone talks about the two-screen experience being synchronous but it is also asynchronous. People learn about the shows they want to watch online, and after watching those shows, they go back to the web to read and share about those shows," said Jon Steinberg, BuzzFeed President & COO. "We're thrilled to launch this program with IFC and Bravo and to bring on new partners this year."
As BuzzFeed's initial program partner, IFC and BuzzFeed collaborated to create a recurring on-air Saturday night "BuzzFeed Block," a themed double-feature movie line-up accompanied by a signature list created exclusively for IFC by BuzzFeed and available at http://www.ifc.com/buzzfeed-block and http://www.buzzfeed.com/ifc.
Each "BuzzFeed Block" is supported by IFC through on-air promotional spots and by BuzzFeed through sponsored posts on its site. A recent block featured the movies Up in Smoke and Cheech & Chong's Animated Movie accompanied by the list, "13 Signs Your Reflexes Have Been Significantly Dulled." Additionally, IFC is an ongoing advertiser on BuzzFeed to promote its original comedies, including Portlandia, Maron and The Spoils of Babylon.
The "BuzzFeed Block" has helped IFC increase its Saturday night viewership by +16% in the key Adults 18-49 and Adults 18-34 demos in first quarter 2014*.
"IFC and BuzzFeed have created a franchise that connects IFC viewers to BuzzFeed's unique take on pop culture. The 'BuzzFeed Block' is more than just a clever way to package our movies. The combined support of BuzzFeed and IFC has helped us drive viewership ," said Blake Callaway, IFC's EVP of marketing and digital media.
"BuzzFeed has been a great partner for Bravo as we both strive to constantly deliver engaging material that resonates with our fans who are continuously on the hunt for fresh and shareable content," says Ellen Stone, EVP of Marketing, Bravo and Oxygen Media.
Members of BuzzFeed's Social Tune In Program will also get early access to new ad products for TV advertisers. In April, BuzzFeed will launch a new TV Tune In ad product in partnership with GoWatchIt.com, a universal queue and notification platform for filmed content. The feature will provide contextual tune-in information for TV shows and will allow user-enabled notifications so they don't miss the next airing of their favorite show.
Advertisers interested in joining the BuzzFeed Social Tune In Program should email firstname.lastname@example.org.
*Source: IFC TV Research. Nielsen Live+SD. A18-49. IFC TV 4Q13 Buzzfeed Saturday Block: 9/30/13-12/29/13, 1Q'14 BuzzFeed Saturday Block: 12/30/13-3/22/14.
VP Business Development & Communications
BuzzFeed is the social news and entertainment company. BuzzFeed is redefining online advertising with its social, content-driven publishing technology. BuzzFeed provides the most shareable breaking news, original reporting, entertainment and video across the social web to its global audience of 130M.