For the analysis of television piece it was decided to choose the show “Open House NYC” (NBC). It is running regularly on NBC on Sundays, at 8.30 am. The program is specialized in home improvements, proposing the clues in renovations and design. Also, the “Open House NYC” shows the most attractive houses and flats on the New York real estate market in the luxury and upper-middle class segment. It is hosted by Sara Gore and usually includes the advices from the interior designers, stylists, and home accessorizes creators. The show itself lasts for 22 minutes, but the commercial breaks constitute around 8 minutes making the program last longer. Overall, the commercial shown in the “Open House NYC” include both the commercials and the trailers for the upcoming TV shows also run on NBC.
The segment selected for the current analysis is the most recent episode of “Open House NYC” called “Fashionable Homes” that was dedicated to the review of 5 houses owned by designers in fashion. There were 4 commercial breaks that lasted about 2 minutes each. The episode was constructed in a smart way in order to divide the show into five segments, each of them was dedicated to one designer; in between these segments the channel run commercial breaks. It is quite clear that the show targets the upper- and upper-middle class watchers, as all houses shown refers to luxury segment. It is possible to claim that the commercials inserted in the show also targeted the same segment of watchers. First part of the show before the commercial break lasted for 6 minutes and covered the first guest designer.
The first block of commercials included the ad for “Goldwell Bankers”, which is the main sponsor of “Open House NYC”. It lasted for 30 seconds and targeted at upper class viewers by advertising the services the company provides. After that it was the ad for “Sweeten”, which is the company proposing the renovation guidance; it lasted for one minute. The founder of the company claimed the services are available for all people, but after the observation of the ad it is possible to imply the firm targets consumers from middle to upper class who look for renovations of their houses. Last commercial was dedicated to the Montauk Beach House that illustrated the five-star boutique hotel located in Montauk. This commercial showed rooms and interior of the hotel claiming that it is situated near the beach. Apparently, this commercial also targets upper-middle class consumers due to the class of the hotel.
Second segment of the program was dedicated to the second guest designer and her house, which lasted for around 6 minutes. The second commercial break also ran for 2 minutes, as the previous one. First 30 seconds were dedicated again for “Goldwell Bankers” and it showed the same commercial. Second commercial covered the “Home for Dogs” project, which was also sponsored by “Goldwell Bankers”, and it was lasted for 1.30 minutes. The ad represented the charity program that looks for homes for homeless dogs. It was claimed that the program has already found homes for 20 thousand dogs in New York. Apparently, the ad targeted all viewers despite their class and status to donate to the charity.
Third and fourth advertisement segments were the similar to the first two blocks. Each of them lasted for 2 minutes and contained the 30 seconds of “Goldwell Bankers” ads. In the third TVC block there was an ad for the “Second Generation Selling” that proposes the real estate services that run for 30 seconds as well. This commercial targeted primarily upper class buyers, as the commercial stated that it works in the luxury segment. One minute commercial was dedicated to the designer Mark Ecko who proposed his services of interior design. The ad was addressed to the upper and upper middle class consumers judging on the examples shown by commercial. The fourth block depicted one commercial that lasted for one minute and 30 secondsand included the ad for “Social Media Engagement” company that proposed the marketing and communicating services for the companies. It targeted the corporate clients.
Work Cited
NBC. “Open House NYC”. 20 Feb. 2016. Web. 20 Feb. 2016.
