Johnson & Johnson has agreed to be the exclusive sponsor of a new programming initiative on CNN that will run as a regular interstitial feature as well as an hour-long quarterly special in prime time.
The feature is called "Welcome to the Future," and it will be a showcase examining how technology is changing all aspects of American life. The initiative is part of CNN's ongoing effort to create
additional programming environments for its advertisers. The package also includes online and wireless elements. It premieres this week, hosted by "American Morning" anchor Miles O'Brien. It will
run across all dayparts on CNN, Headline News and CNN Airport Network. Greg D'Alba, COO of CNN ad sales and marketing, said the deal offers clients multiple platforms in which they can "engage the
consumer, sell their product and build their brand image." D'Alba said that 80 percent of CNN's upfront deals last year were integrated, a trend he expects to continue this year. "This may be the last
upfront where the linear model exists, with everything hinging on ratings points and cost-per-thousands," D'Alba said.
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