In the early days of TV, program sponsorships was an advertising mainstay. (See video below) NBC, for example, once offered programs like “Colgate Comedy Hour,” “Kraft Television Theater,” “Philco Television Playhouse” and “Dinah Shore Chevy Show.” Those ended when bearing the entire burden of production costs became, well, unbearable.

This upcoming season NBC is going “back to the future” and reviving the sponsorship model. Liberty Mutual Group will be sponsoring a pair of two-hour movies under the banner “Liberty Mutual Presents…” Apparently, that won’t be the only such endeavor. “[T]his deal with Liberty Mutual is the centerpiece of the kind of deals we want to make going forward,” said a spokeperson for the network.

I guess what’s old is new again. Suits me. I’m very nostalgic.

Article Tags: Liberty Mutual | NBC | television advertising
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