• Adweek, Thursday, June 11, 2009 9:30 AM

BMW has signed on as the single sponsor of the premiere of the third season of AMC's "Mad Men." The show airs with limited commercial interruption on Aug. 16.

This marks a return engagement for BMW, which kicked off last season's premiere of the series with a flight of on-air and online promotions. The automaker's on-screen exposure this time around will be similar to that of a year ago. Along with a 60-second spot, BMW was incorporated into AMC's "Mad-vertising" initiative, a DVR-thwarting execution that paired the brand with industry-related trivia.

In order to defray the higher licensing fees AMC is paying to carry "Mad Men," the network is adding two minutes of commercial time per episode this season.

Read the whole story at Adweek »