PBS’s ‘Masterpiece,’ on a Ratings Roll, Adds First Title Sponsor in Seven Years

Aug 2, 2011  •  Post A Comment

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.

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