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When 78 percent of your audience owns at least one truck, as is the case with History’s viewers, it’s logical that the network would devote an entire weekend of programming aimed at that sizable audience demo.
So this weekend, History has teamed with Ford F-Series to produce six hours of truck-themed programming—three hours on Saturday night and three on Sunday—in a partnership it is calling “Truck Weekend in America.”
The programs, all of which feature Ford vehicles, contain a mix of “established shows and franchises,” like Truck Night in America and American Restoration, and one-off specials, including a look inside Ford’s factory, said Peter Olsen, evp of ad sales, A+E Networks.
“Truck Weekend in America” also includes Ford ads and branded content woven into each night’s programing block, and Ford spots will be featured on History’s digital and social channels.
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