The network promises about half the industry-standard commercial minutes--five minutes an hour--a potential boon to the five sponsors that bargained for category exclusivity: Ford, Geico, Microsoft, TD Ameritrade and Verizon Wireless. The deals were completed in the recent upfront.
"Discovery prides itself on creating deeper sponsorships that, in turn, offer advertisers competitive advantages," says Joe Abruzzese, president-advertising sales at Discovery Networks U.S. "By halving our typical commercial load for the Koppel series, we have crafted an opportunity that more and more advertisers are requesting: a low clutter environment with meaningful content against which they can best showcase their products and services."
"Koppel on Discovery: The Price of Security" kicks off the series for the longtime ABC anchor on his new TV home.
The sponsorship exclusivity extends to the Koppel-hosted live town hall meetings--a signature aspect of his "Nightline" tenure--that follow the broadcasts.