First Time Network Integrates Advertiser Content Into Programming

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CINCINNATI ( -- Lawn-care company Scotts Co. has struck a cross-platform co-branding deal breaking this week with the Weather Channel, marking the first time the network has integrated advertiser content into its programming.

The deal includes Scotts-branded lifestyle segments and co-branded weather maps on the TV network and a Scotts microsite on the network's Web site,, said Lyn Andrews, president of advertising sales for the Weather Channel. Each on-air segment will direct viewers to the microsite for information specific to their region and for a localized "Watering Needs Index."

50 million households
The deal includes TV segments with Scotts recommendations for fertilizing products and schedules. Scotts, marketer of Scotts, MiracleGro and Ortho lawn-care products, said it expects to generate 50 million household impressions a month via TV advertising and programming and 9 million impressions a month online with the program, which runs through October.

Spending on the deal was not disclosed, but Scotts is increasing overall media spending behind its brands by 20% to around $80 million this year.

Scotts will also sponsor user-customized Web and e-mail lawn and garden content through

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