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, www.weather.com, 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 Weather.com.