'Antiques Roadshow' Signs On New Sponsor

Subaru Replaces Toyota on PBS Show

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NEW YORK (AdAge.com) -- PBS has found a new sponsor for its biggest series, "Antiques Roadshow." The Sponsorship Group for Public Television just signed Subaru to replace Toyota, which dropped out earlier this year. "Antiques Roadshow" is also sponsored by insurance company Liberty Mutual and sleep aid Lunesta.
Subaru gets on-air spots, as well as participation in live events.
Subaru gets on-air spots, as well as participation in live events.

VOD and web presence
As one of the three sponsors, Subaru will gain two 15-second on-air spots and will participate in live "Roadshow" events. The series will travel to six cities this summer to help regular folk discern whether their collectibles are valuable. Subaru will also have a presence in video-on-demand episodes and on the PBS website.

The series, fronted by quiz-show host Mark Walberg, is the highest-rated series on PBS and is produced by WGBH Boston. The show regularly earns a five household rating. It had been fronted by Lara Spencer, who is now host on the syndicated business series "The Insider."

"Antiques Roadshow," which celebrated its 10th anniversary this year, is part treasure hunt, part history lesson and part travel adventure -- a mix that resonates well with the Subaru customer, said Tim Mahoney, senior VP-chief marketing officer, Subaru of America. "As a niche marketer of 100% all-wheel-drive vehicles, Subaru has to stand out from the crowd. We believe our sponsorship with PBS helps us do that. It simply fits our brand."

Talks with fourth sponsor
The Sponsorship Group is negotiating for a fourth sponsor for the series. Subaru has sponsored other PBS shows such as "This Old House," "Victory Garden" and "Globe Trekker."

Separately, Clorox has signed on as a new sponsor of the Time Inc. show "Real Simple" on PBS. The lifestyle show begins its second season in January 2007. Other underwriters include The Container Store, L'Oreal Paris and TIAA-CREF. Clorox's sponsorship included on- and off-air branding in Real Simple magazine, on TV and online.
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