Absolut Hosts CBS MarketWatch ‘Happy Hour’

NEW YORK Absolut has signed on as the newest “Happy Hour” sponsor of CBS MarketWatch’s home page, the online publisher said this week.

As a part of the seven-month deal, Absolut will be the exclusive advertiser on the front page of CBS MarketWatch.com from 2-5 p.m. on Fridays. Absolut will run a 10-second Flash introduction, horizontal banner and skyscraper on the home page, as well as rich media windows, or 336 x 280 rectangle ad units, on various pages of the financial news site.

The Swedish spirits marketer will launch the program with its “Sanctity” campaign, which describes the pristine nature of the flagship vodka brand. That effort will be followed shortly by a campaign promoting its newest flavor in four years, Absolut Vanilia.

Tequila, the interactive, direct and promotions network of Omnicom Group’s TBWA Worldwide, handles Absolut’s digital advertising; TBWA\Chiat\Day has been the brand’s agency for nearly 23 years.

Absolut replaces Anheuser-Busch’s Budweiser as the exclusive Friday afternoon front-page advertiser after more than two years. The beer marketer ended its sponsorship deal after deciding to target a younger demographic, according to a CBS MarketWatch representative. The Web site’s audience is primarily made up of 35- to 64-year-old, college-educated men who earn an average income of about $90,000, the representative said.

CBS MarketWatch also this week unveiled its latest core online dayparts available for advertisers: sunrise (8-11 a.m.), midday (11 a.m.-2 p.m.) and twilight (2-5 p.m.).