Hyundai Title Sponsor for Court TV’s ‘Dominick Dunne’

Jan 16, 2006  •  Post A Comment

Hyundai will be the title sponsor of the new season of Court TV’s “Dominick Dunne’s Power, Privilege and Justice,” which premieres this week.

The sponsorship was negotiated by media buying agency Carat last spring, when it struck deals with Court TV guaranteeing consumer engagement in return for making a larger upfront commitment.

That means that Court TV and Carat will look at metrics beyond ratings to determine whether the campaign effectively reached consumers. If the campaign doesn’t reach those levels, it will owe Hyundai make-good ads to cover the shortfall.

“We worked to build our relationship with Hyundai in the upfront, and they’ve stepped up,” said Charlie Collier, executive VP and general manager of ad sales, Court TV.

Hyundai is launching its new Azera, and the sponsorship gives Hyundai spots in all of the show’s episodes, “presented by the all-new 2006 Hyundai Azera” billboards, vignettes that link the show with the car and mentions during a tune-in campaign. The sponsorship also includes participation in an unusual national scratch-off watch-and-win promotion that will employ both printed game cards inserted into newspapers and virtual scratch-off cards available online.