First-Ever Sponsor Integration into Portlandia
Portland a Top 25 Market for Subaru Drivers
New York, NY – January 19, 2012 – IFC and Subaru have teamed up to promote the launch of the automaker’s 2012 Impreza by integrating the new model into the network’s hit comedy series, Portlandia. The integration kicks off a multifaceted promotional campaign to support the new model and marks the first-ever integration into IFC’s popular show, which just launched its second season. The deal features four integrations which will air throughout various episodes of the new season. Portland is a top 25 market for Subaru drivers, making this partnership a perfect union of brands. Subaru previously sponsored the first season of Portlandia in January 2011.
Portlandia is IFC’s original, short-based comedy series created, written by and starring Fred Armisen (SNL) and Carrie Brownstein (Sleater-Kinney, Wild Flag). Each episode’s character-based shorts draw viewers into “Portlandia,” the creators’ dreamy and absurd rendering of Portland, Oregon.
“This partnership is a great fit for both IFC and Subaru because of our shared audience – smart, young adults looking for out-of-the-box ideas, entertainment and products,” said Vanessa Benfield, IFC’s senior vice president of sponsorship sales. “As a season one sponsor, Subaru experienced firsthand the cultural buzz surrounding this show and we’re so pleased that experience led to a more meaningful and engaged sponsorship this year to promote the new Impreza. This is a great example of how IFC drives value for its partners by creating customized opportunities that tap into the comedic sensibility of the network and its highly-desirable audience.”
Subaru’s integration features the 2012 Subaru Impreza as the star of a single sketch titled “No, You Go” featuring Armisen and Brownstein. The sketch airs in the season’s third episode, debuting Friday, January 20 at 10 pm et/pt. To view the “No, You Go” sketch, click here: http://www.ifc.com/portlandia/videos/portlandia-no-you-go
Additionally, the Impreza is featured prominently in three other Portlandia sketches: “Dropping Your Phone,” also featured in episode three; “I’m a Little Guy” airing in episode four, premiering on January 27; and, “Selling Old Clothes” featured in episode seven, airing on February 17.
“Subaru is very excited about its evolved partnership with IFC and Portlandia. Integrating into the second season of the program was a great venue to showcase the 2012 Impreza in a fun, comedic way. The viewers of IFC and Portlandia and Subaru owners share similar values and beliefs and we believe both audiences will appreciate the partnership. We’re thrilled with how these brands have come together,” said Brian Johnson, National Advertising Manager for Subaru of America.
The debut of Portlandia’s second season on January 6 delivered 500,000 total viewers (P2+) and 399,000 A18-49, marking a +39% increase among P2+ and an +81% increase among A18-49, versus the season one premiere. In addition, over 1.3 million total viewers tuned-in for IFC’s Portlandia premiere night line-up, which included an encore of season one leading into the launch of season two ( 7-10:30 pm). The most recent episode debut on Friday, January 13, attracted 643,000 total viewers and 504,000 A18-49, up +26% and +29% over the premiere, respectively.
Source: Nielsen Media Research, IFC, 1/6/12 Live+3 Days; Nielsen Media Research, IFC, 1/21/11-2/25/11 Friday 10:30-11P, Live+ 3 Days; Nielsen Media Research Live+3 Days, 1/6/2012, 1/13/2012 10-10:30P
IFC creates and champions authentic, original content that is “Always On. Slightly Off.” Since 1994, IFC has cultivated television programming that challenges the conventions of storytelling. Today, IFC continues to embrace content with an indie perspective. Original series – headlined by brand-defining scripted and sketch comedy – air alongside an extraordinary collection of films and cult TV shows. Long and short-form original content inspired by music, web, gaming, animation, news, and culture is available on multiple platforms. IFC provides viewers access to must-see festivals and events around the country, like the Film Independent’s Spirit Awards and SXSW. IFC.com features exclusive video, podcasts, blogs, news and reviews cultivated and written by industry experts. The network’s On Demand offering, IFC Free, gives fans the opportunity to watch select content from IFC whenever they want. IFC is owned and operated by AMC Networks Inc.
About AMC Networks Inc.
Dedicated to producing quality programming and movie content for more than 30 years, AMC Networks Inc. (Nasdaq: AMCX) owns and operates several of the most popular and award-winning brands in cable television. AMC, IFC, Sundance Channel, WE tv, and IFC Films produce and deliver distinctive, compelling and culturally relevant content that engages audiences across multiple platforms. The company also operates AMC/Sundance Channel Global, an international programming business, and AMC Networks Broadcasting & Technology, a full-service network programming origination and distribution company.
About Subaru of America, Inc.
Subaru of America, Inc. is a wholly owned subsidiary of Fuji Heavy Industries Ltd. of Japan. Headquartered in Cherry Hill, N.J., the company markets and distributes Subaru Symmetrical All-Wheel Drive vehicles, parts and accessories through a network of more than 600 dealers across the United States. All Subaru products are manufactured in zero-landfill production plants and Subaru of Indiana Automotive Inc. is the only U.S. automobile production plant to be designated a backyard wildlife habitat by the National Wildlife Federation. For additional information visit www.subaru.com.