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Broadcast Execs: Expect More Ad Integration

Jun 10, 2009  •  Post A Comment

The upfront market is off to a slow start, but broadcast network executives are already at work on new integrated product campaigns for the coming season, they told Tuesday’s ANA Alliance for Family Entertainment gathering, Broadcasting & Cable reports.

Unilever’s Hellman’s mayo tie-in with CBS’ “New Adventures of Old Christine” this season and its Bertolli pasta hookup with CBS’ Monday night comedies were so successful that “we’re in talks about doing it again,” said CBS Entertainment President Nina Tassler.

—Elizabeth Jensen

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