General Motors will fully sponsor CBS’s CSI: Crime Scene Investigation, CSI: Miami, CSI: NY, NCIS, Numb3rs and Jericho on Comcast’s On Demand video-on-demand service.
The General Motors sponsorship of these six CBS programs runs through Dec. 31. The programs will be ready for VOD viewing at no additional cost to Comcast On Demand customers nationwide starting the day after their network airing and will be available for four weeks.
As part of the sponsorship arrangement, the shows will feature only three commercial messages: one before the show begins, one at the midpoint and one at the conclusion. The GM spots will feature the company’s GMC and Hummer brands. GMC trucks will appear in the VOD broadcasts of CSI: Crime Scene Investigation; NCIS; Numb3rs and Jericho, while the Hummer brand will appear on CSI: Miami and CSI: NY on-demand broadcasts.
“We are excited about taking this next step in our partnership with CBS and Comcast,” said Betsy Lazar, Executive Director of Media and Advertising Operations for GM. “It’s a great way to help bring CBS programming to its loyal fans, and it also provides a relevant platform for GM to present product information about our GMC and Hummer brands to that audience.”
“An ad-supported VOD model like the one developed by CBS and GM for Comcast On Demand can offer unique marketing opportunities for our programming partners and even more value for our customers,” said Page Thompson, senior vice president and general manager of Video Services for Comcast. “We’re pleased to continue our relationship with CBS as they find new ways to help their advertisers reach very targeted and engaged audiences with some of the most popular prime-time programming.”
“We are always looking to offer our clients unique avenues to reach consumers, and as VOD continues to gain popularity with television viewers across the country, this seemed like the perfect opportunity,” said Jo Ann Ross, president, sales, CBS Television Network. “Sponsoring CBS programming on the Comcast VOD service is a novel way to reach a growing sector of the public that has embraced this style of television viewing. The popularity of our shows and the depth and breadth of Comcast’s carriage across the country assures a considerable audience for this growing platform, and significant exposure for the GM brands.”
CBS said the agreement marked the first time a broadcast network offered its primetime programming on a cable provider’s VOD platform.