Variety: ‘Madison Avenue Tunes in TV News Anchors to Help With Hard Sell’

From Brian Steinberg at Variety: “More Madison Avenue heavyweights are looking to TV journalists and TV-news outlets to help them land a punch. General Motors and Fiat Chrysler Automobiles are among the blue-chip advertisers that have recently struck deals to sponsor news programming and align themselves with news personalities – a practice that in a different era might have drawn more scrutiny. …”

“One executive producer at a network morning show says advertisers have ramped up their efforts to tie themselves to the program in recent years. It is all part of larger efforts by Madison Avenue to find ways to weave products and pitches into content as more traditional TV viewers find new ways to skip past ads – or simply ignore them. This producer says news executives often determine whether such advertiser requests are suitable or not. The product and the pitch cannot offend viewers, can’t pose any sort of harm, can’t be off putting, and can’t undermine the standards of the show, this person says. But the ad integrations offer a new stream of revenue for the program, this producer says, and executives work to keep anchors who deal regularly with hard news away from segments that involve a heavier sponsor influence.”

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