The ingenuity came in identifying and fleshing out those exact intersections where we could effectively speak to and engage both genders without alienating one or the other. The creative executions were a physical representation of this communications “sweet spot” and the media choices successfully hit both the physical locations and the mental spaces where the man and woman are happily watching and listening.

During launch week, Sony enjoyed a surge in dollar share to 34%, up from 25% the week prior. Oct 2005 dollar share up to 32.7% vs. year ago at 13.6%. Average dollar share September 05 - February 06 28.6% vs. Sharp at 17.1% followed by Samsung at 12.6%