Sexy P&G Soap Spots -- The Younger Generation

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Targeting college students & Steamy ads

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Dear Suds Buds:

Have you seen the new primetime television commercials for As the World Turns and Guiding Light?  Sizzle alert!  The TV spots highlight the younger generation and the promise of hot, alluring storylines.   Talk about heating up the wintertime!  Wow.


I was recently interviewed by a wire service out of Gainesville, Florida called the Florida Wire.  It caters to colleges across the country and is comparable to the AP wire service  but for college publications.  The focus of the reporter’s story was college students as soap fans.  She was surprised to have learned just prior to our interview, that networks were reaching out to college campuses.  Case in point.  A full page ad in the Gainesville, Florida newspapers for ABC’s Super Soap Weekend in Disney/MGM Studios.   She wondered if the network was specifically targeting college kids and if so – why? 


My response was two fold.  First, targeting Gainesville or any city in Florida was certainly advantageous to ABC as the fan event was being held in the state.  These were geographically placed ads. 


Next, it’s a known fact that networks go after a college-age audience. College kids are the soap fans of today and tomorrow.  As the current crop of veteran soap fans ages and loses interest in the stories, or gets involved with living their lives and no longer has time to watch soaps as faithfully, the soaps recognize the need to cultivate a new, more youthful audience in order to ensure their longevity.  It’s why at holiday time, stories seem to focus more on the younger characters.  Like P&G’s prime time promos for As the World Turns and Guiding Light.  Kids are home from school on holiday vacation.  Especially in the colder climates where weather conditions might keep them indoors during the day – what better time to get them hooked on a soap? 


However, I may have been a tad harsh on the networks when I commented that there is a certain amount of manipulation going on.  Putting the hot, adorable and sexy young men and women in front burner storylines during holiday breaks and in the summer is a specific strategy designed to rope in the high school and college-age viewer when that viewer is home with time to watch soaps. 


So, when you see the younger couples on your favorite soap getting all the air time, you’ll know that there is a method behind the madness of the networks.  It is a deliberate attempt to entice viewers of that age group, because 20 years from now, those viewers will be the veteran viewers, longing for their favorite characters – the same ones that were young and hot in the year 2003 – to be in front burner stories in the year 2023!


Speaking of holiday time, I hope you are enjoying this holiday season.  Have a wonderful New Year’s – but please don’t drink and drive. 

Oh and before I forget -- All My Children fans -- don't miss this chance to ask ex Leo (Josh Duhamel) your questions.  Jot down what you want to know about Josh Duhamel on AMC Message Boards at  I will have the opportunity to chat with Josh in early January as we participate in the press junket for his upcoming feature film, “Win a Date with Tad Hamilton” and will ask him your questions then.  


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In fact, everyone -- registered and subscribed members and new members alike -- should select a favorite soap in your member profile. If you are a fan of more than one soap, choose the one that you enjoy the most.  We will be offering more promotions for the various soaps, and if you tell us what your favorite soap is in your member profile, you will be notified about future show-specific promotions before anyone else!  

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Til the top of next week,

Linda Marshall-Smith
CEO, Soapdom, Inc.

What do YOU think?  Share your thoughts in the "Criticize the Critic" forum  on the Message Boards or email This e-mail address is being protected from spambots. You need JavaScript enabled to view it