Brandweek provides some more details:
The campaign will run primarily on cable stations such as Bravo, Food Network and TNT. “Cable is a great medium for us,” said Ginsberg. Radio supports. Chemistry.com spent $21 million in measured media in 2007, per Nielsen Monitor-Plus. Agency hanft raboy and partners, New York, handles.
Chemistry.com, which is owned by Match.com, 500,000 unique visitors last month compared to the year priorâ€”a 72% spikeâ€”per Score MediaMetrix, Reston, Va. It has 4.2 million registered members.
So what impact did Chemistry.com’s attack ads have on eHarmony? Apparently, a positive one. eHarmony saw its February unique visitor total rise to 2.8 million from 1.8 million the year prior.
On a related note, Diller last week won a court case allowing him to split his company, IAC/InteractiveCorp – which owns Match.com – into five parts. Stocks rose 3.2% this morning. We’re going to start looking for someone with IAC stock.