CBS Expands Green Ad Program to Help Other Good Causes

EcoAd Broadens to Education and Wellness in Concept That Drives Local Ad Dollars

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CBS Corp. is expanding an ad-sales program benefiting environmental causes to let marketers also support wellness and education.

The company's EcoAd program, introduced early last year, devotes about 10% of participating marketers' purchases to fund local environmental-improvement efforts. Participating marketers can buy packages across CBS holdings, including national and local TV, radio, outdoor and online.

The broadened program allows marketers to make buys that will support such causes as solar-power installations, organic gardens, tree plantings, mobile health clinics, fitness zones, scholarships, and school supplies and meals for school children.

When EcoAds (and counterparts EducationAd and WellnessAd) appear on TV, they are accompanied by special logos meant to identify their purpose.

CBS's push isn't completely altruistic, of course. Assisting local projects in particular can help its ad sales in local markets. While CBS has promoted EcoAd offerings on its flagship broadcast network, most of the packages sold have had local ad inventory at their core.

The program has generated ad sales in the "high eight figures and is growing rapidly," CBS said in response to an inquiry from Advertising Age.

Marketers that have signed on include General Motors' Chevrolet, Philadelphia Tri-State Cadillac Dealers, Supernetwork Buick GMC Dealers, the Colorado Chevy Dealers, Energizer, Elephant Insurance Services, Cirque du Soleil, Select Comfort, Snapple and Waste Management.

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