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Single Sponsorship Broadcasts – Here To Stay?

A couple weeks ago, Nike sponsored the entire 6pm SportsCenter to promote the Air Zoom LeBron IV. Then, soon after, Philips Electronics paid a reported $2.5 million to buy out the entire 33-minute ad block in the Oklahoma State-Texas game on TBS. Since the game didn't go to commercials, there was more commentary than the Longhorns pounded the Cowboys 36-10. Well, now comes word that Philips has now bought next Monday's NBC Nightly News in entirety. They'll reportedly air three commercials instead of the usual 14 on the broadcast. I'm not sure people will express their thanks for getting more news by buying something from Philips electronics, but this is certainly an interesting concept and should be interesting to watch in particular with how it might affect sports broadcasting.

Questions? Comments? SportsBiz@cnbc.com

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