Zap2it's "Show Sponsorship" option allows marketers to highlight a specific listing for a program and run an accompanying ad next to the schedule.
Zap2it, part of the Tribune Company, refers to it as "a high-impact tune-in message." The ad that would accompany a highlighted "grid cell" can include video, as well as more in-depth info on the show.
The Web site competes with an array of online TV sites, from TVGuide.com to a seemingly endless line of blogs.
"The Show Sponsorship was specifically developed to meet the needs of network advertisers for whom setting their programming apart in a sea of choices and driving sampling is a constant challenge," the company said.
Zap2it says it reaches an average of 2.7 million unique visitors a month.
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