Cheez-It hits the Spot. Kellogg buys placement deal on TV Guide channel VOD offering.(MARKETING & ADVERTISING)
Multichannel News, May, 2005 by Donohue, Steve
Gemstar-TV Guide International Inc. is embracing cheesy product placements. The company cut a deal making Kellogg Co.'s Cheez-It product line the sole charter advertiser this year for Gemstar's TV Guide Spot on-demand channel, which is scheduled to debut this week on Time Warner Cable systems and this summer on Comcast Corp.
systems. TV Guide Spot will incorporate the line and some of its sub-brands, like Cheez-It Twisterz, into its television-guidance programming by sponsoring hosted segments, branded trivia interstitials and a Cheez-It TV rating system. Additionally, billboard ads will run between segments and there will be a copious number of product placements. Gemstar recently added the on-demand content to TVGuide.com, and it will...
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