XM Presents FX Program Commercial Free

LOS ANGELES Cable network FX said it has signed a deal with XM Satellite Radio to present the second season premiere episode of the drama series Nip/Tuck commercial free.

XM’s agency, Interpublic Group’s Mullen in Wenham, Mass., brokered the deal. The value was undisclosed. This is the first time XM has placed a buy with the network in Los Angeles.

“In an environment where technology has empowered consumers, it is critical to look for new platforms for the XM brand to connect with its target audience,” said John Moore, Mullen senior vice president and group media director, in a statement. “Both XM and Nip/Tuck are passion brands. As one of the most innovative and critically acclaimed dramas to air on basic cable, Nip/Tuck provides the ideal environment for XM.”

In addition to the commercial-free sponsorship, the package includes product placement within Nip/Tuck and integrated promotion of the premiere, with XM included in the show’s advertising and promotion, as well as Nip/Tuck programming on XM including chats with show stars and an XM special about the music featured on the program. Additionally, XM will be included in FX affiliates’ promotion of the show’s second season. The promotion will run across at least 25 of the top 30 markets, and two XM packages will be given away.

“XM offers 100 percent commercial-free music, so it makes perfect sense for us to present the premiere of Nip/Tuck commercial free,” said Gary Hahn, senior vice president of advertising and brand management for XM Satellite Radio in Washington, D.C., in a statement.

The second season of Nip/Tuck, a series that reveals the nature of people trying to mask psychological flaws through plastic surgery, premieres on June 22 at 10 p.m.

Mullen was awarded XM’s $40-50 million media account last October, picking up the business from Aegis Group’s Carat in New York. Mullen has handled creative on the account for a year.