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Fox Weather Taps Sponsors to Help Keep Viewers After Storms Pass
Fox Weather is weaving advertisers into programming tied to ski seasons, going to the beach and football tailgates
Neither Tommy Bahama or Eddie Bauer is the biggest of video advertisers, but the four-year-old Fox Weather captured the interest of marketing executives by offering to align their messages with seasonal events to help drive sales. In 2005, for example, a cable network once known as VH1 Classic hooked consumer-products giant Procter & Gamble by letting it run both vintage and modern adds for its Pepto-Bismol during a program that featured both old and current videos from pop musicians. The network, then owned by Viacom, let kosher foods manufacturer Manischewitz sponsor a Passover-themed program that featured Jewish rock stars sitting around a Passover Seder table.
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