PBS’s "Masterpiece" has signed its first title sponsor in seven years, after ratings for the drama franchise have jumped 43% in the year, reports The New York Times’ Media Decoder blog.
Viking River Cruises will be the sponsor starting in the fourth quarter. The show hasn’t had a title sponsor since 2004, when Exxon Mobil ended its support after several decades.
Series such as "Downton Abbey" and "Sherlock" have helped boost ratings for the franchise. "Downton Abbey II," a British import, will debut in the U.S. on Jan. 8.