• by David Goetzl , November 29, 2006

On the heels of Philips Electronics' deal to become the sole sponsor of "NBC Nightly News" next week, Microsoft has done the same with a broadcast of ESPN's "SportsCenter." In both cases, the deals include the marketer running fewer spots than the normal loads, believing that a less-is-more approach will go further in delivering their messages.

Microsoft "bought out" the flagship 11 p.m. ET version of "SportsCenter" last night, airing seven minutes of commercials during the hour--down from the program's usual 15. The technology giant's initiative focused on its Xbox 360, which is facing a major challenge from the just-released Sony PlayStation 3 as the holiday season approaches.

In this age of consumer bombardment with ad pitches, marketers are increasingly eager to pony up big dollars to become exclusive sponsors of programs, hoping the tactic will do the proverbial "cut through the clutter."

This summer, four marketers sponsored commercial-free premieres of dramas on TNT. Others, like Philips and Microsoft, are taking a slightly more assertive approach by going with just the lighter commercial load.

Sony Pictures, for example, bought all the ad time on this fall's premiere of FX drama "Nip/Tuck," and FX has a similar (although undisclosed) exclusive-sponsor deal for the January debut of the Courteney Cox-starring drama "Dirt."

ESPN debuted the sole-sponsor "SportsCenter" option for advertisers on Nov. 1 when Nike was the only advertiser, running seven minutes of spots in its new campaign for NBA star LeBron James' signature shoe.

Microsoft is hoping to give its "SportsCenter" "buyout" legs by extending the sponsorship online over the next three weeks. The spots last night directed viewers to a Web site, where they are asked questions about the ads--and if they get three of five correct, they are entered into a sweepstakes.

"You turned on the television and you watched the Center of Sports on ESPN, just like you always do," the Microsoft site reads. "But this time it was different, wasn't it?"

Microsoft executive Mike Fischer said the initiative gives the company a ripe opportunity to reach the young-male audience that tunes into the ESPN highlight show. He said: "We both speak to the same audience."

Next Monday, Philips Electronics will be the sole advertiser on the NBC evening newscast with Brian Williams.

As Microsoft last night ran seven minutes of spots during the hour versus the usual 15 (a 53% decrease), Philips is airing just one minute and 15 seconds' worth in the half-hour NBC broadcast--down from the usual seven minutes (an 82% decrease).