TBS Partners Win Big with Payne

Allstate (NYSE:ALL) and Pine-Sol, a Clorox product (NYSE:CLX) signed as launch partners for the TBS sitcom "House of Payne" from Tyler Perry and have won huge media impressions for this first-run syndicated comedy.

"Payne" debuted with back-to-back episodes June 6 and drew 5.2 million total viewers for the first episode at 9 p.m. and 5.8 million at 9:30 p.m.

The success has continued:  Through July 11, "Payne" is averaging 3.2 million total viewers for all first-run episodes and 1.7 million in each of the two adult demos. 

The sponsors receive the following in exchange for "significant" media commitments during the first 3 months:

• on-air vignettes,
• brand graphics within certain episodes,
• digital and VOD ads,
• product placement
• co-branded tune-in spots 

"Payne" was an expensive endeavor for TBS.  The exclusive access to 100 episodes of "Payne" through August 2008 cost a reported $200 million.