• by Wayne Friedman , October 10, 2005

Nissan USA's deal with ABC's "Desperate Housewives" goes far behind its original agreement announced some weeks ago for its promotion with the show's DVD release, according to a number of executives. The carmaker is much more involved in the actual show, and has made a sizable advertising commitment in the neighborhood of $20 million in media time that will run throughout the year. This includes traditional on-air billboards that start a segment of the show--and, of course, product placement.

Three models of Nissan vehicles--the Titan truck, the Maxima, and the 350Z roadster--will appear regularly this season. Mike Delfino, the hunk interest on the show played by James Denton, drives the Titan. Lynette Scavo, the harried housewife played by Felicity Huffman, drives a Maxima, and Edie Britt, the neighborhood siren played by Nicollette Sheridan, drives a 350Z Roadster.

Nissan executives didn't return phone calls by press time concerning product placement in the show. An ABC spokeswoman had not comment.

In contrast to other more elaborate product integration deals, Nissan thus far is using the plain-jane product placement activity of having the show's stars just driving around in Nissan vehicles.

ABC has made it a policy that any product placement or product integration deal must include a media buy on its network. One branded entertainment executive said given the ordinary product placement in the show, fees for this exposure could be minimal. Nissan's sizable advertising dollar commitment to the TV show makes it worthwhile for ABC.

Nissan's DVD promotion, announced in early September, has it partnering with ABC and Buena Vista Home Entertainment for the show's first-season DVD. This includes a bonus video feature in the DVD entitled 'Dressing Wisteria Lane,' and a print ad insert featuring the Nissan 350Z Roadster included in the DVD packaging.

The print insert advises viewers to tune into the "Desperate Housewives" telecast each week at 9:00 p.m., to watch for a 350Z TV commercial, and to go to the Nissan Web site.

In other automotive-branded entertainment news, Toyota Motor Sales will continue its association with the Mark Burnett-produced show "The Contender"--which aired on NBC this past summer--and will start on a new network deal with ESPN.

A Toyota spokeswoman says that for "The Contender: Rematch," which airs on October 15 and is the first of a number of new Contender shows to be aired on ESPN, Toyota's logo will appear in the boxing ring, as well as the automotive maker's TV commercials in the show, touting its trucks.

Despite the lower-than-expected ratings of the original run on NBC, the spokeswoman said: "We are happy with 'The Contender.'" She says the show airing on ESPN still gets plenty of young males, who are the target of Toyota's truck marketing.

Toyota reportedly paid anywhere from $14 million to $16 million for its association with "The Contender," which includes the boxers driving around in its trucks in the show.