Discovery Adds 6 New 'Shark Week' Sponsors, Ramps Up On-Air Promotion

Discovery Channel’s big summer “Shark Week” -- now in its 34th year -- has signed on six new sponsors.

The list includes Airbnb, Morey's, Nautica, PNC Bank, Red Robin Gourmet Burgers and Brews, and Sport Clips.

These markets add to the returning list of sponsors, which include Geico, Gorilla Glue, Jeep Brand, Wayfair and Sonic Drive-In, among others.>

Promotions include Jeep’s network sweepstakes and the return of last year's "Shark Week Slush" at Sonic Drive-In.

Shark Week will run July 24 through July 31 with 25 original hours that deliver never-before-seen footage of “walking” sharks, among other big reveal video. Exotic new location footage will come from locales ranging from the Exuma Islands in the Bahamas to Papau New Guinea,

There will be social media campaigns across Instagram, TikTok and Twitter Amplify; on-air elements, custom vignettes, tune-ins, billboards and in-program messaging. Discovery's streaming platform -- discovery+ -- will have Shark Week "pause" ads.



During the last two weeks (July 5 through July 18), Discovery has run 2,267 promotional airings for “Shark Week” generating 357.9 million impressions, according to The TV measurement company estimates paid spend and media value from the promotions at $2.1 million>

Last year during “Shark Week” (July 11 through July 18), Discovery pulled in 2.3 billion total day impressions, with some $7.5 million in national TV advertising spend, according estimates.

In 2019, Discovery’ “Shark Week” programming (July 28 through August 4), helped the network produced 3.2 billion total day impressions and $17.8 million.

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