FX Selling a ‘Safe’ Charlie Sheen to Advertisers

May 11, 2012  •  Post A Comment

FX is telling advertisers that it’s safe to support Charlie Sheen’s new show, "Anger Management," reports Brian Steinberg in Advertising Age.

The question in advertisers’ minds is, "Who am I seeing? Am I seeing ‘Two and A Half Men’ comedy, or am I seeing the Charlie Sheen who is a little bit out there? We dealt with it head-on," notes Michael Brochstein, senior vice president of ad sales at FX Networks.

To convince advertisers, FX screened parts or all of the "Anger Management" pilot 60 times, with the general sentiment being that clients wanted to know whether it was a safe environment, the story says, citing Brochstein. Most executives were convinced, the piece adds.

Advertisers including movie studios such as 20th Century Fox and Sony have signed on, as has Fiat, which will be the show’s season-long sponsor. "Anger Management" debuts June 28.

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