In a move that seems almost like a no-brainer, auction space leader eBay
said it will sponsor the television program “Antiques
Roadshow,” produced by WGBH in Boston and rated as the PBS network’s
most-watched prime time series.
Spending details were not disclosed, but San Jose, Calif.-based eBay said it
is the first Internet company to be a national underwriter of the show.
As part of the deal, eBay users and PBS viewers can access content provided
weekly by “Antiques Roadshow” about various appraisal and collecting topics
as well as show information. eBay will host a destination page on its site
entitled “Discovering America’s Hidden Treasures.”
Consumers interested in learning more about items often featured on “Antiques
Roadshow” will be able to access complementary eBay categories, including
collectibles, antiques and art, coins and stamps, pottery and glass, toys and
dolls, and jewelry.
eBay Motors, eBay’s auction-style marketplace for buying and selling all
things automotive, including classic cars, will be featured in some of the
sponsor credits shown at the beginning and end of each TV airing.
The show has an audience of about 15 million. On the program, specialists
from the top auction houses and independent dealers and appraisers from
across the nation travel to U.S. cities, offering free appraisals of antiques
and collectibles.
“eBay and ‘Antiques Roadshow’ are brands that have intrinsic emotional appeal
associated with discovery and the treasure hunt,” said Bill Cobb, senior
vice president of global marketing for eBay. “The eBay marketplace is where
people make connections and share their passion for collectibles and
treasures with a history. Our affiliation with ‘Antiques Roadshow’ will only
strengthen his position.”
Separately, technology information company CMP Media LLC, signed a marketing
and promotional agreement with eBay calling for CMP’s CommWeb group to
promote the computer, B2B, telecom, networking and information technology
equipment available on eBay. Financial arrangements were not disclosed.
eBay Inks a No-Brainer
