• by David Goetzl  @dgoetzl, June 13, 2013

Allstate will serve as a launch sponsor of CNN’s new morning program, attaching its brand on-air and online to a rundown of top stories. The insurer will air a billboard and the first ad following the “5 Things You Need To Know” segment as “New Day” premieres Monday.

On digital properties, the content will also include a “1 More Thing” list addition, while Allstate’s presence will include backing a “Morning Bar” link on CNN.com.

The sponsorship will stretch into week two of the show’s launch phase, as CNN looks to grab a greater share of the morning audience with anchors Chris Cuomo and Kate Bolduan.

Other launch sponsors include AT&T and Coke on-air.

Over time, CNN Chief of Sales Greg D’Alba expects digital and social extensions of the show to appeal to a younger audience, although news programming targets an adult 25-to-54 demo.

As for signing deals with more in-show integrations, he said maintaining editorial integrity remains crucial, but “we are very much into dimensionalizing our relationship in the most authentic way with our advertisers.”