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CBS to Promote Lineup in Air

Network Signs Expanded Deal With American Airlines

By Published on .

NEW YORK (AdAge.com) -- CBS has renewed a long-term partnership with American Airlines, allowing it for the first time to sell not only the airline's onscreen entertainment, but the whole on-board experience. The deal puts CBS programming in front of the 4 million people who fly with American each month.
The new deal will put CBS programming in front of American Airlines' 4 million customers.
The new deal will put CBS programming in front of American Airlines' 4 million customers.

CBS will roll out the new platform at this year's upfront and will give advertisers the opportunity to brand coffee cups, snack boxes, napkins and headphones. Previously, American Airlines sold its own advertising.

'Eye on American'
The 90-minute programming partnership is called "CBS Eye on American," and includes shows such as "Two and a Half Men," "How I Met Your Mother" and segments from "Late Show with David Letterman," "Entertainment Tonight" and a host of other programming. As part of the deal, CBS will also get to distribute its custom-published entertainment title, Watch! which will be bound into the September edition of the airline's publication, AAttractions.

George Schweitzer, president, CBS Marketing Group, refused to reveal the length of the new distribution agreement with American, but said it was long term.

"CBS may advertise something like, 'The month of October, brought to you by.' We may have the flight attendants use the PA system to say, 'Stay tuned for CBS Eye on American, brought to you by Crest White Strips,'" said Mr. Schweitzer describing potential ad opportunities. "We're in active discussions about a lot of things we can do that we can't do on CBS."
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