Koppel Special Sponsors Get Exclusivity Over Quantity
New York — Ted Koppel’s first special for Discovery Channel bowed last night (Sept. 10) with a quintet of category exclusive sponsors and half the commercial minutes that typically run on the network.
Ford, Geico, Microsoft, TD Ameritrade and Verizon Wireless bought time during the 90-minute special, Koppel on Discovery: The Price of Security, and a town hall meeting show on the war on terrorism that followed over the next hour.
A Discovery spokeswoman last week said that programming was slated to include five minutes of national advertising per hour, versus the 10 that typically runs during network fare.
Discovery Networks U.S. president of advertising sales Joe Abruzzese said in a statement. “By halving our typical commercial load for the Koppel series, we have crafted an opportunity that more and more advertisers are requesting: a low clutter environment with meaningful content against which they can best showcase their products and services.”
Some of the sponsors’ contracts give them options to secure category exclusivity in upcoming Koppel specials.
'MNF’ Campaign Starts Second Half
Bristol, Conn. — ESPN last week kicked off the second phase of its campaign trumpeting Monday Night Football.
Created by Weiden + Kennedy New York, the campaign uses TV spots and prints ads to showcase how football fans live and how each each day of the week carries its own significance in their eyes.
The media schedule includes print ads in The Wall Street Journal, USA Today and The New York Times; radio ads, including time on Spanish-language stations touting MNF on ESPN Deportes; online companion creative; out-of-home vehicles from billboards and taxi tops to bus shelters and commuter rail; in-stadium networks; elevator-based units; and pizza top boxes in seven markets.
ESPN’s MNF schedule begins Sept. 11 with a doubleheader: Minnesota/Washington, followed by San Diego/Oakland.