Memphis Times: "Jury's Out on Sarah Palin's Alaska"

Sunday, November 14, 2010

"Jury's Out on Sarah Palin's Alaska"

Original article link
Original article author: Anthony Crupi, Mediaweek

In the world of television advertising, how big of a role does content of a particular show play in driving which brands choose to advertise during that show?

Clearly, sports companies are more likely to spend advertising dollars to show off their product during relevant events. The same is true for fashion and food.

But, with a show like "Sarah Palin's Alaska," which features perhaps the most polarizing figure in America, how many companies are willing to spend the dollars on advertising with this show?

If a company advertises on the show, will viewers associate Palin's politics with that company? Is that a risk or reward, depending on where those companies fall on certain issues, that's worth it?

TLC, the network the show airs on, has been seeing the answers to these questions. For the most part, companies don't care about the politics associated with the show--they just see the sheer numbers. Over four million people are expected to tune into the 9 p.m. primetime premiere. That means companies will be willing to pony up the dollars.

I think it will be extremely interesting to see what kind of advertising shows up during this show and how the viewers associate those companies and Sarah Palin, if at all.

- Preston McClellan