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It's McHappy Hour at ABC
The struggling network is trying to fatten up its ratings with the help of the giant hamburger hawker. McDonald's will plug the network's 8-9 p.m. time slot, which ABC has billed as "Happy Hour," on tray liners, bags, drive-through window signs and posters from September 20 to 29.
Mickey D's is also sponsoring the "ABC Happy Hour Quiz," which pays off with ABC-themed prizes--including items from the shows--as rewards. (We can see it now: Win Drew Carey's beer mug! Get your Jim Belushi bratwurst!)
In exchange for all the hype, ABC promises to send its minions--few as they may be--flocking to the Golden Arches with on-air ads prompting viewers to participate in the quiz either by answering questions on the network's Website (ABC.com) or by completing an entry form at a participating restaurant.
The partnership will likely expose millions of fast-food-jonesing Americans to the likes of Carey, Belushi, Damon Wayans and Bonnie Hunt, and network execs are as excited as three-year-olds on a Happy Meal bender about the deal.
"This promotion makes perfect sense for both ABC and McDonald's," Mike Benson, senior vice president of marketing, advertising and promotion for ABC Entertainment, tells Reuters. "Our brands have many similarities, and the creative strategy behind the 'Happy Hour Quiz' will help drive traffic for both of us."
The Disney-owned ABC and Ronald go back a while. The restaurant chain previously sponsored a Who Wants to Be a Millionaire game (back when the show was a huge hit) and has frequently used Disney movie tie-ins to bring in customers.
Since the demise of Regis Philbin's one-time blockbuster, the network has dropped to number three in the overall ratings. And it that weren't enough to make them drown their tears in a fountain soda, ABC also fell to fourth behind Fox Broadcasting in the key 18-49 demographic.
So the Alphabet Network will do just about anything to supersize the viewership this season. Included in the family-friendly, fast-food-promoted mix will be The Drew Carey Show, Wayans' My Wife and Kids, Hunt's Life with Bonnie and According to Jim, starring Belushi and Courtney Thorne-Smith.
If successful, ABC will be the first to actually market a week-long time slot, rather than a single night à la NBC's "Must See TV" Thursday or even ABC's own Steve Urkel-led "TGIF" Fridays.
And just in case the barrage of fry-hyped fare doesn't make viewers hungry for ABC's new lineup, the net's also leaning on the Mouse House for support. Disney is marshaling its vast resources to promote the ABC fall schedule in its ESPN Zone restaurants, its domestic theme parks and its Disney stores.
Happy Hour, indeed.
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