"Martha" inks Branded Entertainment deals with GE, P&G, GM

"Martha", the new Martha Stewart-hosted syndication show, has signed on brands from General Electric, Procter & Gamble, and General Motors for season-long branded entertainment deals, according to media executives.

In addition to a sizable amount of media time bought on the show, executives say products will appear on set (or in segments), including kitchen appliances from GE and food products from P&G. The deals are priced in the millions, and also include extensions into other media areas in the Martha Stewart Living Omnimedia empire, particularly its magazine group.
Overall, the show has now sold about 75% of its inventory going into its fall premiere, and is looking for a few more deals before the show launches this fall.

During the upfront advertising market, some media buyers complained that "Martha" was priced on the same level--or higher--than other established syndicated shows. Media buyers say "Martha" inked deals between $18 and $22 for every thousand women 25-54 viewers (CPM). Some buyers say this a bit higher than the $17 to $20 Buena Vista Television gets for the longtime morning syndication show "Live with Regis & Kelly."

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