Yahoo! Inc. signed a marketing deal with
Rupert Murdoch’s News Corp. in which the portal and search site will launch a
national media and marketing campaign intended to span network and cable
television properties and the Internet.
To launch the relationship, Fox and Yahoo! are teaming up on Super Bowl Sunday
with promotional spots and commercials throughout Fox’s pre- and post-game
programming, including the final commercial leading up to the kick-off. As
part of its advertising campaign, Yahoo! is a sponsor of “Family Guy,” which
debuts immediately following the Super Bowl on Sunday. Following the Family
Guy premiere, Yahoo! will host a live online chat with the series creator and
executive producer, Seth McFarland, at 9 p.m. PT.
“This relationship brings tremendous value to both News Corp. and Yahoo!,
and we’re particularly pleased to launch the relationship on one of the most
significant days of the year for TV–Super Bowl Sunday,” said Jeff Mallett,
president and chief operating officer at Yahoo!. “News Corp. is providing
Yahoo! with a
multi-dimensional program that maximizes the strengths of their diverse media
resources. We also believe there is a strong brand fit between Fox and Yahoo!,
and by working together we can continue to strengthen our connection with
consumers in fun and innovative ways.”
“For the first time, we are joining nine of our most important entertainment
and news outlets with Yahoo!. . .Leveraging the strengths of Yahoo! and News
Corp., we expect to reach new audiences through an innovative combination of
media, marketing, and programming initiatives,” said Peter Chernin, president
and chief operating officer of News Corp. Financial arrangements were not
disclosed.
Yahoo!’s national network and cable TV advertising campaign on Fox Broadcast
will include prime time and late night advertising on Fox Sports, NHL Hockey
and Major League Baseball. The relationship is also intended to include tie-
ins and cross promotions between Yahoo! and Fox Sports Net, the national cable
sports programmer; the Fox Television Station Group; FX, Fox’s general
entertainment cable channel; Fox News Channel; Twentieth Century Fox Film; Fox
Music; and, Fox Interactive.
