×
You will be redirected back to your article in seconds

TNT, TBS to Imbibe MillerCoors Brews in Ad Pact

Brewer gains footing in 'Dallas,' 'Rizzoli' and other shows; might Bud feel slighted?

Imagine if your local bar served just one beer company’s products. That may be the feeling one gets by consistently viewing programs on the suite of Turner cable networks owned by Time Warner as the media company partners with suds giant MillerCoors to work its beverages into programs including “Dallas,” “Franklin and Bash” and “Rizzoli & Isles.”

As part of a wide-ranging pact between Turner and MillerCoors, the beer company’s products — which include everything from Blue Moon to Coors Light — will be available for writers to work into various programs when possible to incorporate a beer, neon sign, barware or even a truck with a popular potable’s logo on it. The marketing partnership, devised by Interpublic Group’s Initiative ad-buying firm, starts in March and continues throughout 2013.

MillerCoors products are slated to appear in many original series on TBS and TNT through what Turner said in a prepared statement would be “responsible product integration and set dressing.” Industry standards call for brewers to place ads only on those shows where most of the viewership — a little more than 70% — is 21 or older.

Already, Blue Moon is slated to appear in “Rizzoli & Isles” when it starts its fourth season in June. Coors Light and other MillerCoors beverages will be featured in the bar that is a regular setting on TBS’s “Sullivan & Son.” Miller Lite will appear in the current season of TNT’s “Dallas.” Coors Light and Blue Moon are both scheduled to appear in TNT’s “Franklin & Bash.”

Miller 64 and Miller Lite are both expected to appear in a new TNT competition series, “The Hero,” which starts in June. Additional series that could feature paid placements of MillerCoors product include TNT’s “Perception,” “Major Crimes” and “King & Maxwell” and TBS’s “Deon Cole’s Black Box.”

The agreement “keeps the viewing experience our priority, with writers now able to utilize highly recognizable brands as episodes are developed by naturally integrating them within the show,” said Donna Speciale, president of ad sales and marketing for Turner Entertainment, in a statement.

The pact could represent an aggressive maneuver by MillerCoors, which is eternally locked in a marketing battle with beer rival Anheuser-Busch InBev. A Turner spokeswoman said the deal only grants MillerCoors an exclusive on product integrations into Turner programs, leaving other beer marketers free to advertise. Still, it’s entirely conceivable that Anheuser and others might choose to advertise on shows that do not feature a rival’s products in prominent fashion in storylines and show sets.

When asked if Budweiser might choose to avoid programming featuring MillerCoors products, Scott Bussen, a spokesman for MillerCoors responded, “You’d have to ask them.”

MillerCoors is also separately sponsoring an assortment of programs and platforms across Turner’s properties. While some details are still being developed, those sponsorships will include a custom dare within TruTV’s series “Impractical Jokers” this summer; sponsorship of NASCAR Mobile 2013; enhancements with Miller Lite and Coors Light during the 2013 NBA Playoffs on TNT; and a launch sponsorship with the spring debut of CNN’s “Parts Unknown,” a new series featuring Anthony Bourdain.

More TV

  • Once Upon a Time in Hollywood

    COLA Announces California On-Location Awards Winners

    “Once Upon a Time in Hollywood,” “Dolemite is My Name,” and HBO’s “Ballers” are among the winners of this year’s COLA awards. The COLAs recognize location managers, public employees and other professionals who help facilitate on-location production across the Golden State. This year’s awards program was held at the Universal Hilton. Finalists and winners are [...]

  • Christmas Town Hallmark

    Hallmark Reverses Decision to Ban Same-Sex Marriage Commercial

    The owner of TV’s Hallmark Channel on Sunday reversed a decision to ban a commercial depicting a same-sex wedding, suggesting that it was not in keeping with the company’s well-known slogan, “When you care enough to send the very best.” Earlier this week, Hallmark Channel decided to reject an ad from online-weddings firm Zola which [...]

  • Chuy Bravo seen at Focus Features

    Chuy Bravo, 'Chelsea Lately' Sidekick, Dies at 63

    Chuy Bravo, Chelsea Handler’s sidekick on her E! talk show “Chelsea Lately,” has died in Mexico City. He was 63. According to reports, the Mexican American actor died suddenly after being hospitalized with stomach pains while visiting family in Mexico. Handler posted a tribute to Bravo on Instagram shortly after reports of his death began [...]

  • SATURDAY NIGHT LIVE -- "Scarlett Johansson"

    'Saturday Night Live' Parodies 'A Marriage Story' with Kellyanne Conway (Watch)

    Scarlett Johansson may be nominated for a Golden Globe for her performance in “A Marriage Story,” but when she hosted the Dec. 14 episode of “Saturday Night Live,” she slid into a less flashy role for that sketch comedy’s parody of the new dramatic film. Johansson took on the role of therapist to Kate McKinnon’s [...]

  • SATURDAY NIGHT LIVE -- "Scarlett Johansson"

    'Saturday Night Live': Kate McKinnon's Greta Thunberg Tells Trump to 'Grow Up' (Watch)

    With the December holidays upon us, “Saturday Night Live” took a brief detour from its usual parodies of political press conferences and the impeachment hearings to instead begin its Dec. 14 episode with a sketch about average families discussing the state of the world over dinner — with a special message from Greta Thunberg (as [...]

More From Our Brands

Access exclusive content