USA plans major push ahead of "Modern Family" debut

05/6/2013 | Advertising Age (tiered subscription model)

USA is treating its Sept. 24 debut of "Modern Family" almost as if it were a new show, planning a 14-week campaign that will include TV and digital promos and a major social media presence. The latter should prove especially helpful, since the sitcom will run five nights a week. "We think there is the opportunity when it comes on USA with the increase in frequency ... that gives us the ability to socially enable and super-charge this in a way you could never do on a broadcast platform," said Alexandra Shapiro, USA's executive vice president of marketing and digital.

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