• by Fern Siegel , May 8, 2009

The Sponsorship Group for Public Television says it is a first. The organization is offering marketers on-air exposure across multiple PBS Kids television series and dayparts during the summer months.

Corporate sponsors that participate in the effort, running from June 29-Sept. 4, will have visibility on up to eight popular shows. Together, they reach a cumulative 14 million kids ages 2-11 on a monthly basis.

Available in one to 10-week packages, the 15-second spots will air on "Dragon Tales," "Super Why," "Arthur," "Clifford," "Cyberchase," "WordGirl," "Martha Speaks" and "Fetch!" The PBS Kids summer sponsorship packages are broadcast-only opportunities. If marketers decide to sign on for full-year sponsorships, they will have access to various off-air benefits.

"SGPTV is known for developing partnerships with other producers," said Suzanne Zellner, vice president for corporate sponsorships for WGBH. (WGBH, Scholastic, WNET and Sesame Workshop number among PBS kids producers.) "By offering on-air media opportunities across multiple series and during different dayparts, we hope to give corporate sponsors the flexibility they need to execute a successful kids' media buy."

The initiative gives sponsors the chance to run spots across the day during the summer, when many companies have back-to-school marketing messages to communicate. "This initiative will also give sponsors the opportunity to 'sample' a wide variety of PBS KIDS shows, and hopefully sign on for longer-term deals moving forward," she added.

SGPTV is the exclusive rep for "Nova," "Masterpiece," "American Experience" and "Antiques Roadshow"; children's favorites such as "Arthur" and "Curious George"; and hit do-it-yourself programs "The New Yankee Workshop" and "The Victory Garden."