NBC seals deal for reality show

NBC has sealed a deal with State Farm to serve as primary sponsor on “Nashville Star,” as well as the series’ annual “Hometown Concert” special.

The concert seg, which airs July 21, features the competish’s final four contestants as they perform for friends and families back home. State Farm execs will help introduce each perf; the concerts will also feature State Farm’s “I’m There” marketing campaign.

“As NBC has demonstrated before, this partnership with State Farm allows us the opportunity to creatively integrate the message of an appropriate advertisers with that of a particular show — in this case ‘Nashville Star,’” said Craig Plestis, exec VP of alternative programming, development and specials at NBC Entertainment.

OMD handled State Farm’s media planning and buying for the deal. Reveille and 495 Prods. are behind “Nashville Star.”

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