The CW Reveals Sponsors of Interstitial ‘Wraps’

Sep 13, 2006  •  Post A Comment

With the fall season about to start, the new CW network is taking the wraps off the “content wraps” it described to ad buyers during its upfront presentation in May.

The content wraps are sponsored interstitial programming tied in thematically to the network’s programming. The network said it was offering the wraps to advertisers seeking marketing tactics more effective than traditional 30-second spots alone.

Procter & Gamble has signed on for one that will run during the new season of “America’s Next Top Model.” The interstitial material will be called “CWH,” or “C What’s Hot,” and will focus on hairstyle trends and P&G’s Herbal Essence brand.

The CW has also made a cross-promotional deal with clothing retailer American Eagle, which recently launched a new line of clothing, called aerie, for females 15 to 25 years old. As part of the deal, Tuesday nights will be dubbed “aerie Tuesdays on The CW.” The night will be introduced as being brought to viewers by aerie and will feature two 30-second segments in which real-life aerie customers discuss the shows that just aired: “Gilmore Girls” and “Veronica Mars.” The “aerie Tuesdays,” which begin Oct. 3, also include a traditional commercial for the brand.

The CW programs will be promoted in American Eagle stores and on the American Eagle Web site. Additional material featuring aerie customers discussing the shows will be available both on in-store screens and on the Internet.

American Eagle Chief Marketing Officer Kathy Savitt described the deal as a partnership and declined to say whether her company was paying for the airtime on The CW. Ms. Savitt said she approached The CW because its young customers still watch TV among their other activities and there seemed to be a good fit with “Gilmore Girls” and “Veronica Mars.”

Also signing up with The CW for content wraps is consumer health care marketer Pfizer, according to the Wall Street Journal.