Still Standing, Ovation TV Nabs Subaru Sponsorship

Ovation TV has signed Subaru as a presenting sponsor of Brilliant Green, a new series devoted to eco-friendly design, set to bow Dec. 7. The deal, which includes tagged tune-ins and a series of interstitials, marks the first time Subaru has bought time on the arts network.

The interstitials were shot in Subaru’s Lafayette, Ind., plant, the first zero-landfill auto manufacturing facility in the U.S. Hashed out last summer during Ovation’s first foray into the upfront, the buy includes a series of customized Subaru ads on OvationTV.com.

Since relaunching in June 2007, Ovation has plumped up its coffers and subscriber rolls, doing business with marquee brands like Grey Goose, Nikon and Morgan Stanley, while upping its distribution from 5.3 million homes to just under 30 million.

Ovation’s audience of high-earning art enthusiasts makes it a must-buy for marketers looking to reach the “creative class,” said Deborah Cuffaro, senior vp, ad sales. And while the auto and financial services categories are extremely vulnerable, Ovation has been bringing in more mainstream business as well, including packaged goods and the permanent-marker brand, Sharpie.