• by Wayne Friedman , January 18, 2013

OWN's big "Oprah's Next Chapter" interview with Lance Armstrong attracted a broad range of advertisers -- with a heavy dose of messaging for OWN network's shows -- for the first night of a two-night interview.

Pricing for national advertising in the show had been going for $12,000 for a 30-second spot previously, according to reports. But with the announcement of the Lance Armstrong interview prices, scatter pricing for the special show has been reported to soar to $40,000 to $50,000 for a 30-second commercial.

Major advertisers included auto marketers Cadillac (two spots), Buick Enclave (three spots), and Buick LaCrosse (one spot).

A number of Procter & Gamble's products had commercial time in the 90-minute show: Secret deodorant (two spots), Olay (two spots), Clorox Wipes (two spots), Mr. Clean (one spot), ZzzQuill (one spot), Tide Pods (one spot), and Swiffer (one spot). P&G has a long-term advertising deal with the OWN network.

Movies included The Weinstein Company's "Silver Linings Playbook," Sony Pictures Entertainment's "Zero Dark Thirty," Universal Pictures' "Identity Thief," Universal's "Mama," Paramount Pictures' "Hansel & Gretel: Witch Hunters" and Universal's "Les Miserables."

Other marketers with major appearances included Kelloggs' Eggo (two spots), Nature Valley Granola Bars (two spots), Men's Warehouse (two spots), Schiff vitamin supplements (two spots) and DirecTV (two spots).

An OWN spokeswoman said many commercials came from existing sponsors of the show. Reports say the two-part, two-night interview was completely sold out.

Other marketers with commercials included Carnival cruise lines, Hershey Bliss, Disney Parks, Geico insurance, Progressive Insurance, Kashi cereal, Dexatrim, Surcrets, dating site OurTime.com, Wal-Mart, Purina's Beggin' Strips, Sprint, Groton's Tilapia, Summer's Eve cleansing cloths, Ashley Furniture Store and Cancer Treatment Centers of America.

OWN ran a number of long 60-second brand network promos, as well as for individual programs "Our America with Lisa Ling," "Oprah's Master Class," "Blackboard Wars" and "Police Women of Dallas."

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