ABC lines up single sponsors of its own

Back in December, NBC aired a news broadcast sponsored exclusively by Philips Electronics. Now, ABC has a quartet of single-sponsor Friday newscasts scheduled for April, freeing up about five extra minutes each night for coverage. Only one sponsor has been divulged, and it’s an odd one. Sure, times are tough for traditional media, but now CBS is willing to bankroll ABC’s newscast? Is CBS that hungry for publicity? Is ABC so strapped for ad dollars? Is … what? Oh. Sorry. Someone just pointed out that it’s CVS, not CBS. That makes (slightly) more sense. (If Fox sponsored a show on Animal Planet, now that would be synergy.) As a faux-TV-commentator from years past would say: “It’s always something.”

—Posted by David Gianatasio