CNN said it has attracted two new sponsors, Procter & Gamble and Humana, for an annual Thanksgiving night special, while Subaru is returning to back "CNN Heroes: An All-Star Tribute."
All three are using the opportunity as part of "cause-marketing" efforts.
Anderson Cooper hosts the broadcast that "looks to spotlight everyday citizens accomplishing extraordinary deeds." The show airs domestically and on CNN outlets abroad and on its Spanish-language channel.
The marketers committed to the show have a presence on tune-in promos, while Subaru has a platform on a CNN.com extension. The event emanates from the Kodak Theater in Los Angeles and the sponsors have on-site exposure.
P&G is backing Tide's "Loads of Hope" campaign with the show; Humana its work with health-care guidance for Medicare recipients; and Subaru with its "Share the Love" effort.
"Loads of Hope" helps people affected by disasters with a mobile Laundromat. Subaru's program allows customers to earmark a $250 donation to a charity.