TNT Scores Triple Play with ‘Raising the Bar’
TNT has a trio of sponsorship deals in place for its new “Raising the Bar” legal drama, which include a cross-platform deal with Nissan tied to a sweepstakes.
Nissan is exclusive sponsor of the “Raising the Bar” section of www.TNT.tv, and supported the sneak preview on the site prior to the series’ strong ratings premiere on Sept. 1. The Steven Bochco-produced drama drew 7.7 million viewers for its debut episode this week.
TNT also has special sponsorship deals in place with Focus Features to promote Joel and Ethan Coen’s new comic thriller “Burn After Reading” and with Quiznos.
TNT has produced 30-second Nissan spots that feature clips of series characters in their courtroom routines, climaxing with a plug for the Nissan Altima and driving viewers to the Web site for the sweepstakes. The Nissan spots start with the Sept. 29 episode, and the sweepstakes to win a trip for two to New York runs with them through October.
The Nissan deal gives the car-marker a higher profile with the series, with TNT benefiting from the Web traffic.
“It will give them additional exposure, drive people to the online content and sort of further their association with the show,” Katherine Johnson, senior vice president for Turner Entertainment promotions and marketing, said.
In addition to the 30-second spots, Nissan also gets lower third on-screen messaging. Quiznos will also get that same kind of messaging for its four-week sponsorship of the series, along with a presence in tune-in messages and billboards for the show.
Next week’s second episode on Sept. 8 will feature a 60-second spot plugging “Burn After Reading,” preceded by tune-in spots this week to spark interest in both the Bochco drama and the Coen film.
“Raising the Bar” focuses on the lives of young public defenders and lawyers in the district attorney’s office in and out of the New York City courtrooms where they work.
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