• by Wayne Friedman , Staff Writer, December 11, 2015

If you believe nominations and awards for TV programming bring a certain marketing panache to networks who tally that hardware, you’ll sense now that times are changing.

The Golden Globe nominations were just announced, and digital video service Netflix got the most, with one more nom than HBO, for a tally of eight to seven. This breaks the string of 15 years in a row when HBO topped all TV networks in nominations.

After HBO comes pay TV competitor Starz, which nabbed six; another subscription video-on-demand service, Amazon, is next at five.
The best basic cable network, FX, was also at five. Three broadcast networks tied for four nominations: ABC, Fox, and PBS. CBS had one; NBC,none.

By way of comparison, HBO had 15 Golden Globe nominations a year ago, and as high as 26 in 2002.

This hot run for HBO was virtually the same for the Emmy Awards. For this past 2015 event, HBO received 126 nominations -- tops for all networks 15 years in a row. For the 2015 awards, it won 14 awards., also beating out all competitors.

If history is any indication, HBO will continue to market itself as a “premium” TV program network that consumers flock to -- and award hardware will be a key piece of its consumer marketing efforts. Netflix looks to follow in these footsteps.

Looking at national TV airings of network promotions, HBO spent $5.8 million since the beginning of the TV season in September, according to iSpot.tv. Netflix spent $2.9 million in TV advertising during that time. Both companies spent most of their money at the beginning of the TV season.

The hope is that award shows notoriety and press over the next couple of months will carry the marketing ball for these TV platforms -- or possibly new ones to come.