The HP-sponsored trivia segments will also run in prime time.
HP gets an added promotional boost as a sponsor of the show on tune-in spots, billboards, and AMCtv.com. At a time when ad skipping via DVRs haunts major advertisers, marketers are increasingly looking for ways to attach their logos and taglines to on-air promos. The conventional wisdom is that viewers are less likely to fast-forward through them.
Arlene Manos, Rainbow's president of ad sales, says her unit is looking to craft ad opportunities allowing "simple and efficient brand messages."
HP's deal with AMC includes a second attempt to circumvent DVRs and short viewer-attention spans. Quick voiceovers promoting HP's message--"the computer is personal again"--are woven into billboards over a four-night period (Aug. 15-18) in AMC's prime-time movie block.
In a similar initiative, part of Ford's deal as "presenting sponsor" of AMC's June mini-series "Broken Trail" included a brand presence in 30- and 60-second tune-in spots, as well as print ads.