• by David Goetzl  @dgoetzl, January 23, 2009

One potential buffer for networks buffeted by Detroit automakers cutting budgets? Sign them to more product placement deals.

 

 

To be sure, even doing that may be tough in today's climate. But if an automaker has "X" amount to spend, it might makes sense to try and steer "X" amount into some sort of brand integration package vis-à-vis spots and dots.

Advertisers, of course, hold various options to pull out of upfront commitments, allowing them to reclaim dollars. But while that may be easy to execute when a deal involves a run of prime-time spots, it would seem to be exceedingly complicated when a marketer has committed to weaving its spiffy new roadster into a series.

Once a product placement deal is inked and a series goes into production--highlighting a particular brand, even making it part of the story line--a marketer would seem to have a difficult go of it in obtaining some sort of cash back. The die has been cast, so to speak.

In that vein, FX smartly--perhaps with some luck since the economy had not fully cratered yet--cut an upfront deal with General Motors last summer that included integrating its Cadillac brand within the legal drama "Damages." The FX show's second season started Jan. 7 and sure enough, Cadillac was sponsoring the premiere commercial-free.

Before the action began, there was a high-energy promotion for three Cadillac models. And at the episode's conclusion, star Glenn Close thanked the brand for its support (one of the top product placements of the week, according to measurement firm iTVX).

That support came from the same parent company in GM that has dropped Super Bowl and Oscar advertising. "The issue is we were already signed, sealed and delivered," Joanne Krell, Cadillac director-communications told Advertising Age last month. "While it's true we have cut back on a number of things, we are honoring our commitments where we have them and this was one of those."

Of course, Detroit may be close to broke, but it's not there yet. So the Big Three are still spending, just perhaps being more judicious in the process.

Example A is Ford returning to "American Idol." It might indeed take the company being down to its last dollar for it to drop that prized integration. And then Ford would probably look for some sort of "Idol" loan.

And while Cadillac's Krell indicated that the "Damages" relationship might have been trimmed if GM had the option, the automaker apparently has been pleased with its relationship with the show. Cadillac sponsored the first season where Close's character drove a CTS sedan. And FX's Michael Brochstein told Ad Age that discussions began almost straight away about the brand returning for season two.

This season, Cadillac is sliding three brands into the show: its SUV Escalade Hybrid, the CTS again, and the XLR convertible. The forceful promo at the start of the first episode featured a voiceover hinting the cars would not simply be figurative wallpaper. "All season long, follow the new Escalade Hybrid, CTS and XLR through the twists and turns of season two ...," it said as close-ups and aerial shots of the vehicles in motion appeared on-screen.

After Close appeared at the conclusion standing in front of an Escalade and offering Cadillac praise on behalf of "our entire cast and crew," there was a reminder that the vehicles may indeed just be revving up. Viewers were told to follow the vehicles "on an incredible ride through the upcoming season."

During the episode itself, Close's character was seen driving a CTS, with ample close-ups of its shiny exterior.

Ad Age reported that Cadillac has a right of first refusal whether to return for "Damages'" third season. Given its uncertain future, GM may find that isn't the right option, perhaps due to the lack of options that might come with it.

Product	Show	Q-Ratio
Cadillac	Damages	4.1945
Hellmann's Light	10 Items or Less	3.6361
Vaseline Men	10 Items or Less	3.1915
Diet Dr. Pepper	Top Chef: New York	3.0594
Smirnoff	Nip/Tuck	2.2296

 

Click here to view these placements.Data and analysis provided by iTVX.