In the last two days, two mainstay reality TV shows inked big sponsorship deals.
On Tuesday, Bravo said it was partnering with Sprint as a multi-platform advertiser on its "Real
Housewives" franchise of TV shows, getting on-air, online and mobile messaging. Bravo says Sprint is its first 360 degree cross-platform sponsor.
The Sprint association is with "The Real
Housewives of Orange County," airing Thursdays at 10 p.m.; it's the original Bravo show franchise. The network also airs "Real Housewives of New York City" and editions from other locations, including
New Jersey and Atlanta. Washington, D.C. has been announced as a fifth location.
Sprint will have a weekly on-air presence from tagged tune-in spots and billboards. The telecommunications company
will be the exclusive sponsor of a weekly online series called "A Day In The Life," where fans can follow an Orange County housewife.
In addition, Sprint will sponsor The Real Housewives Mobile
Fan Club, in which fans sign up to receive special access to the "Housewives" and show-related content on their phones.
According to Nielsen IAG, Bravo earned seven out of the top 15
product-placement spots based on brand recall in the third quarter of 2009.
On Monday, Fox announced that one of its core reality shows, "So You Think You Can Dance," struck a deal with retailer
Kmart. "Dance" is now in its sixth season.
Kmart will get branded in-show integrations, customized calls-to-action and an online presence. During two upcoming episodes, Kmart will sponsor
efforts where audience members can show off dance knowledge -- or moves -- and receive gifts from Kmart.
A later episode will have the top eight dancers exchanging special holiday gifts from
Kmart with their dance partners. Other episodes will feature customized call-to-action messaging.
Kmart will also be the exclusive sponsor of the "Signature Moves" section on www.fox.com/dance.