NBC to Cross-Promote DAYS With 'Housewives', a "New Sort of Daytime Soap"
Broadcasting and Cable has a promising new article up on their website today detailing how local NBC affiliates plan to refocus on the Peacock's daytime lineup, and according to the article, long-running, daytime sudser Days of Our Lives appears to be key to that strategy!
The group also will get an assist from its network and syndication marketing arms. They are partnering to create a cross-promotion featuring the network’s soap opera, Days of Our Lives, and Real Housewives that will rebrand the reality show as a new sort of daytime soap.
“From a network, we see it as a benefit for us,” says Scot Chastain, NBC’s senior VP of affiliate marketing and development. “By pairing the two, we send more of a youth audience to Days, and we expose an older audience to Housewives. There’s a lot of cross-blending potential there.”
In addition to re-runs of The Real Housewives franchise, courtesy of NBC's kissing cousin Bravo, Sony's Oprah-produced The Nate Berkus Show will be airing on all 10 NBC-owned stations, according to B&C. Access Hollywood Live is also being tested on six NBC stations this fall. NBC Local Media big wigs are hoping the three new offers will fit in well will with DAYS and already established talk titan Ellen.
For my money, this all sounds like it could really help DAYS, especially given the soap's recent ratings woes. Just think of Sami Brady (Alison Sweeney) facing off against Danielle Staub, or hanging out with Ne Ne Leakes, during a crossover where some of the Housewives pop up in Salem. According to the article, local NBC affiliates are already planning promotions showcasing how similar DAYS and The Real Housewives docusoaps are.
It’s all about daytime, drama and divas,” says Donna Mills, senior VP of marketing, affiliate relations and communications for NBCU Domestic TV. The promo will air on all 10 of NBC’s owned stations, and on 27 other NBC affiliates.
It would also be hella cool if NBC utilizes Access Hollywood Live to cross-promote DAYS in a manner similar to what ABC does with their soaps via The View. Why not have Sweeney, Kristian Alfsonso and/or Crystal Chappell serve as guest correspondents during roundtable pop culture chats on the new entertainment program from time to time?
I can tell you one thing for sure, I would much rather watch Nate Berkus and re-runs of the Manzos anchoring my soap, than to see Julie Chen painfully attempt to mimic Babs Walters on CBS.