• Advertising Age, Tuesday, January 20, 2009 9:17 AM

The election has been kind to CNN. The network and Web site has signed on Cisco, Sprint, Exxon Mobil and Vestas Wind Systems as integrated sponsors for the inauguration coverage on CNN and CNN.com. In addition, more than 20 advertisers have purchased airtime on TV throughout the day and 18 advertisers have bought ads online.

CNN executive Greg D'Alba says the total client list is the largest the network has ever had for any one- or two-day event. D'Alba expects the viewer interest to continue for several months. "We used to talk in terms of the inauguration as the first 100 days. Now we certainly talk in terms of the first 365 days," he says.

CNN's event-based sponsorship strategy is similar to MTV and BET, which nabbed sponsors such as Verizon, Target and Procter & Gamble for inauguration coverage. MSNBC has also sold out its inaugural sponsorship packages. The approach of those networks is markedly different from that of CNN rival Fox News. Fox is focusing its sales and marketing efforts on three new shows launching later this month, rather than on two days of inauguration coverage.

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