IFC Reality Shows Retain, Add Sponsors

Whisker-Wars-ATwo IFC shows -- "Whisker Wars" and "Trapped in the Closet," starring R. Kelly -- will get new and returning major sponsors.

"Whisker Wars" will get a new sponsor, alcohol beverage maker Southern Comfort. It has also resigned returning sponsor Las Vegas Convention and Visitors Authority sponsor. The show is starting up its second season.

Video game maker Square Enix, a returning IFC sponsor, will have its new game, "Hitman: Absolution," as a big marketer in "Trapped in the Closet." The show focused on a number of characters who are interconnected by sexual exploits, quarreling lovers and a mysterious package.

Reality show "Whisker Wars" follows mustaches-laden competitors who compete with international bread events.

Both premiere on Friday, Nov. 23 with "Trapped in the Closet" at 9 p.m. followed by "Whisker Wars" at 10 p.m., ET/PT. Sponsors will be featured on IFC and ifc.com through tagged tune-in spots and billboards.

For the most recent month, October, IFC was down 18% in total average prime-time viewers to 103,000 and 11% off its average daytime viewership to 55,000. In looking at the third quarter, IFC pulled in 112,000 viewers in prime time down 28% and 53,000 average daytime viewers down 24%.

The 60-million subscriber IFC is own by AMC Networks.



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