February 9th, 2012
Nickelodeon Adds a Sponsor for Programming for Mothers
By Stuart Elliott
The New York Times
A third major marketer has agreed to become a charter sponsor of new programming from Viacom on television and online, which is aimed at mothers who watched the company’s Nickelodeon cable channel when they themselves were children.
The latest marketer is Target, which joins two other big advertisers that signed up in November: General Mills and Reckitt Benckiser.
The three agreed to what Nickelodeon executives called multimillion-dollar deals that will include, in addition to sponsorships, the integration of their brands into content on TV and online.
Read more: http://nyti.ms/wz3ALC