Capital One, Pillsbury Ready to Bake! Cookies and BISSELL SpotBotTM to Sponsor
One-Hour Special Celebrates the Transformation of an Average American
Home Into a Holiday Wonderland
NEW YORK, NY, October 19, 2005 – WE: Women's Entertainment, the only cable network dedicated to helping women connect to one another and the world around them, will transform an average American home into a festive holiday wonderland in its new original special, Holiday Home Invasion. Adding to the network's growing slate of original programming, this one-hour special will document WE's skilled team of decorators, carpenters and chefs as they give the Calva family's home an over-the-top holiday makeover complete with garland, sweets, trees and all the trimmings. Holiday Home Invasion premieres Monday, November 22 at 10 pm ET and will air throughout the holiday season.
Capital One, Pillsbury Ready to Bake! Cookies and BISSELL SpotBot have signed on as official sponsors of the show. As part of their sponsorship package, each advertiser will receive tagged tune-ins, 30-second spots and billboards.
"Holiday Home Invasion is a fun, seasonal special that is in-line with our ongoing commitment to original programming," said Kim Martin, Executive Vice President and General Manager of WE. "We want to provide our viewers with entertaining shows that they can take something away from. In this case, it's great holiday home decorating tips. This special is a perfect fit for WE and complements our already stellar line up of series, specials and documentaries, as well as popular movies."
"With Holiday Home Invasion, WE offers sponsors the chance for product integration into a program that speaks to a viewer that is the decision-maker in home decorating and holiday design," said Arlene Manos, President, Rainbow National Network Advertising Sales. "This one-time special is another example of how WE is providing additional branding opportunities to advertisers that cross-over from traditional marketing."
Sponsors of Holiday Home Invasion will be weaved into the show through specialized product integration. One episode will feature the design crew using the BISSELL SpotBot to clean up a newly renovated home. In another episode, the design crew makes Pillsbury Ready to Bake! Cookies. The sponsors will also be included in online interactive content on www.we.tv , and will be featured on the network through 30-second spots, tagged tune-ins, and billboards.
In this new special, WE's team of holiday home invaders transforms the Calva family's ordinary California home into an extravagant holiday playland with tree decorations, delectable goodies and a lighting display that would make Clark Griswald green with envy. Along the way, viewers will learn the inside scoop on how to create these festive decorations and delicacies in their own home.
Holiday Home Invasion is produced by Martin-Calvert Productions.
Today's announcement comes on the heels of successful summer ratings for WE. The network's ratings increased by +50% from Summer '04 to Summer '05, making it the #4 network for Prime ratings growth. 70% of WE's top 10 rated telecasts in the 04-05 season, aired from Jun-05 to Aug-05, and 70% of WE's top 10 rated telecasts for Summer 2005 were original programs (Bridezillas & American Princess). WE was a top 10 network for growth and rank among ad supported networks for W18-49 & W25-54 VPVH levels during Prime in Summer '05. In addition, in 2005 to date, 7 of the network's Top 10 telecasts were originals for WE, compared to 0 in 2004.
**Source: Nielsen Media Research, 05/31/04 – 08/29/04 vs. 05/30/05 – 08/28/05; Prime M-Su 8p-11p Telecasts; 04-05 Season 9/27/04-9/25/05. WE Total Day M-Su 10a-5a, 12/29/03-10/9/04 compared to 12/27/04-10/9/05
About WE: Women's Entertainment
WE: Women's Entertainment is the only cable network dedicated to helping women connect to one another and the world around them. With quality original programming including the hit series "Bridezillas," unique movie packages like "Three Men and A Chick Flick," topical specials and its public affairs initiative WE Empowers Women, the network supports women and appeals to their interests in pop culture, relationships and personal style. WE: Women's Entertainment is a subsidiary of Rainbow Entertainment Services and is currently seen in over 55 million homes.