Ikea has signed on to be a fully integrated sponsor of Oxygen Media's "Tori & Dean: Home Sweet Hollywood," Mediaweek reported Sunday.
The sponsorship extends through all 10 episodes this season and includes product integration in two episodes of "Tori & Dean," in which the couple will renovate their kitchen with Ikea cabinets, countertops and fixtures.
The partnership marks Ikea’s first integrated sponsorship. In addition to placement, Ikea will be featured in branded weekly vignettes, on-air billboards, tagged tune-ins and standard 30-second spots.
Oxygen declined to announce Ikea's financial commitment. In 2009, Ikea invested $85 million in measured media excluding online, and $92 million in 2008.
“It’s an evolution. As our shows start bringing in a dedicated audience, we’re also creating new ways for viewers to engage with our brand,” said Susan Malfa, svp of ad sales at Oxygen Media. “The more defined our brand becomes, the more effectively we can align content with our clients’ brands.”
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