Sponsors back 'Mammoth'

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Discovery Channel, Bethesda, Md., enlisted Ford Motor Co., Dearborn, Mich., and Computer Associates International, Islandia, N.Y., as global co-sponsors of the cable channel's "Raising the Mammoth" program March 12. The two marketers get four 30-second ad units during the 2-hour show, along with a presence on Discovery's in-house developed promotional outdoor, TV and print ads, said a spokeswoman for the cable network. Ford will air the :60 version of its "global anthem," a spot that broke globally last fall featuring all seven of the carmaker's vehicle brands.

Copyright March 2000, Crain Communications Inc.

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