PBS' 'Roadshow' Drives Subaru, Liberty Mutual Sponsorships

Antiques RoadshowAlthough the TV ad market is taking hits, PBS just got a boost. The network's most-watched series, "Antiques Roadshow," said that Liberty Mutual and Subaru will continue their national sponsorship commitments for the 2009 and 2010 season.

Liberty Mutual and Subaru each have 15-second spots airing at the front and back of every show. The three-time Emmy-nominated series is available on all PBS stations.

This year marks the 13th season for "Antiques Roadshow," which does particularly well with audiences 25-54 and 35-64. Delivering an average of more than 9 million viewers each week, "Antiques Roadshow" "rivals the audience of some of network TV's highest-rated shows and surpasses the audience of cable," said Suzanne Zellner, vice president, corporate developments at WGBH. "It represents a terrific opportunity for sponsors to engage with a passionate and engaged audience on-air, in person and online."



In addition to receiving two on-air spots on each "Roadshow" broadcast, sponsors receive direct-marketing opportunities during taping. Sponsors participate at the six taping events, adding brand visibility through video-on-demand episodes as well as online skyscraper ads, recognition on a Web appraisals database, linked logos, etc. The Web site is: pbs.org/antiquesroadshow.

"The taping events give sponsors an opportunity to connect directly with fans of the series. About 6,000 people attend each taping event. Sponsors have booths where they can interact with attendees. There is also signage at the events, the opportunity to display product, and recognition on event tickets, which is all part of the sponsorship package," Zellner said.

One sponsorship remains for the upcoming season.

The series airs on Monday nights at 8 p.m. EST and repeats on PBS stations nationwide. The show is filmed during the summer months at venues across the country. Some 120,000 fans apply for tickets to each taping. The 2009 tour locations will be announced in January.

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