New Balance is moving ahead of the curve and shifting its advertising buy to better address consumer demand and the evolving technology landscape. New Balance has invested in the latest on-demand fitness TV program, exercisetv, recently launched by Comcast and Jake Steinfeld, of Body by Jake.
Developed by Comcast and founded by Jake Steinfeld, with Time Warner Cable as an additional equity partners, exercisetv now is available to Comcast and Time Warner customers with video on demand.
During a pre-launch trial period with Comcast, exercisetv video on demand (VOD) reached more than two million views per month and 20 million workouts viewed over the course of the trial.
Exercisetv is a network developed exclusively for VOD and emerging media formats and represents a significant shift from the traditional television programming and advertising model. Sponsor branded messages are completely integrated into the content of the network and include: product placement, branded graphic overlays and educational video segments developed in conjunction with sponsors. New Balance is the first brand to sign a multi-million dollar deal with exercisetv and is the exclusive athletic footwear and apparel sponsor of the network.
