• by Wayne Friedman , June 1, 2016

POM Wonderful has reupped its brand entertainment marketing partnership with NBC’s sturdy summer reality competition show “American Ninja Warrior" for a second season, which begins tonight.

The pomegranate juice drink will feature on-air integrations, a digital sweepstakes, and an consumer in-store and social promotion.

Last year, POM spent $1.3 million in national advertising on NBC and some $17.1 million in overall national advertising, according to iSpot.tv. POM spent $340,528 on NBC’s “American Ninja Warrior” last year.

The fruit drink company also bought shows on “Comedy Central, Bravo, History Channel, and E!.

Some of its in-program brand efforts this year for “Ninja” include the “POM Crazy Healthy Run of the Night,” featuring a Ninja that delivers the major feats of strength, agility and speed navigating the obstacle course, and POM “Post Run Interviews.”

A POM Wonderful’s online sweepstakes, “Train Like a Crazy Healthy Ninja,” gives one grand prize winner a trip and training in Venice Beach, California, with the first American Ninja Warrior champion, Isaac Caldiero.

On-air spots promoting POM’s “Crazy Healthy” campaign will run weekly during “American Ninja Warrior” episode airings.

Last year, its seventh season, “American Ninja Warrior” posted its best-ever viewing results -- averaging a Nielsen 6.5 million overall viewers and a 1.9 rating among 18-49 viewers for 15 episodes.