NBCUniversal today announced that Comcast, Samsung and Toyota will be the launch sponsors for season two of USA's critically-acclaimed comedy, "Playing House," taking advantage of the new distribution model which will allow viewers to watch the following week's episode on Video-On-Demand (VOD) before it airs on USA. There will be limited commercial breaks with only "Playing House"-themed custom creative and brand spots from these exclusive sponsors airing during the VOD episodes.
"As VOD viewing is expected to experience significant growth this year, we are excited to partner with Comcast, Samsung and Toyota to tap into this uncluttered, rich viewing environment," said Alison Tarrant, Executive Vice President, Client Solutions Group, NBCUniversal. "We are bringing our advertising partners with us as we move our content seamlessly across every platform with custom creative, especially in the highly engaged VOD space."
Additionally, on-air integrations and custom creative with advertiser inclusion branding will be co-created by and feature the stars and executive producers of "Playing House," Jessica St. Clair and Lennon Parham. The series will return August 4th at 10/9c.
"Every year, our customers spend billions of hours on Xfinity On Demand catching up and staying current on their favorite shows," said Matt Strauss, Executive Vice President and General Manger, Video Services, Comcast Cable. "'Playing House' developed a dedicated audience On Demand and we are excited to work with
usa network to promote the show and provide Xfinity customers with access to every new episode of the season one week early."
Each custom creative will thematically relate to the relevant "Playing House" episode, and will air across
USA and VOD. On-air, co-branded promotional spots will drive awareness around the partnerships and availability of future episodes on VOD.
"Toyota's sponsorship of 'Playing House' is the latest representation of our relationship with NBCUniversal," said Dionne Colvin Lovely, Director, Traditional and Emerging Media, Toyota Motor Sales, U.S.A. "This sponsorship not only allows us to create custom content, but also gives us the flexibility to customize the messages we deliver on different platforms."
This new launch model is designed to offer advertisers premium placement across millions of multiplatform-connected homes and engage the highly passionate community of "Playing House" fans across authenticated
usa network subscribers (USA Now apps, web, mobile, connected TV) as well as all of our distribution partners' VOD and TV Everywhere platforms.
The critically acclaimed comedy "Playing House" returns for a season two, and childhood best friends Maggie Caruso (Lennon Parham) and Emma Crawford (Jessica St. Clair) are in store for one of their biggest adventures yet - raising a baby. This season, Maggie and Emma navigate their way through life as co-parents to Maggie's daughter Charlotte. The colorful residents of Pinebrook, CT also return including Emma's first love Mark (Keegan Michael Key) and her eccentric mom, Gwen (Jane Kaczmarek).
In addition to St. Clair and Parham, "Playing House" is executive produced by Ravi Nandan of A24 Films ("Hesher") and Scot Armstrong of American Work, Inc. ("Old School," "Hangover 2"). The series is produced by Universal Cable Productions.
About NBCUniversal
NBCUniversal is one of the world's leading media and entertainment companies in the development, production, and marketing of entertainment, news, and information to a global audience. NBCUniversal owns and operates a valuable portfolio of news and entertainment television networks, a premier motion picture company, significant television production operations, a leading television stations group, world-renowned theme parks, and a suite of leading Internet-based businesses. NBCUniversal is a subsidiary of Comcast Corporation. To learn more visit: www.nbcuniversal.com
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