Pair feeling TBS' 'Payne'


Seeking to reach black audiences, TBS has liens up two major advertisers — Allstate and Pine-Sol — as "launch partners" for its new sitcom, "Tyler Perry's House of Payne."

The sponsors receive custom on-air vignettes, brand graphics within certain episodes, digital and VOD ads, limited product placement as well as co-branded tune-in spots and print ads in exchange for "significant" media commitments during the first three months of the series.

"Clearly, Allstate and Pine-Sol are investing in the show not just because it is an original primetime family comedy but also because of its African-American skew," said Katherine Johnson, senior vp promotions and marketing at Turner Entertainment. "They both have very heavy African-American marketing initiatives and (demographic) targets."

The show premiered Wednesday night with back- to-back episodes.

Under the terms of its distribution deal with Lionsgate's Debmar-Mercury, TBS will have exclusive access to 100 episodes of "Payne" through August 2008 with broadcast syndication — led by Fox-owned stations in New York, Dallas, Houston and Washington — following in September. TBS is committed to airing all 100 episodes, for which it paid a reported $200 million, and Allstate and Pine-Sol, a Clorox brand, will stick with the series for the three-month launch period.

Both advertisers will be sponsoring episodes, clips and interactive digital content tied to the show on and TBS VOD during the first three months.