Exercisetv Signs Exclusive Video On Demand Advertising Agreement with Gatorade
Exercisetv, a new video on-demand (VOD) network created by Comcast and Jake Steinfeld of Body by Jake, today announced that the network signed a VOD advertising agreement with The Gatorade Company, the industry-leading sports drink manufacturer. Exercisetv, a network dedicated to fitness, motivation and sports training, also announced that it will work with The Gatorade Company to develop a new series of original on-demand sports training programs.
Through this multi-faceted advertising deal, Gatorade Thirst Quencher and Propel Fitness Water will become exercisetv's exclusive sponsor in the sports beverage and water categories. The brand messaging will be integrated into the network's content and will include product placement, branded graphic overlays and branded educational video segments.
"In only a few weeks after the very first VOD upfront, I'm thrilled to announce that Gatorade will be joining the exercisetv team as a key advertising partner," said Jake Steinfeld, founder of exercisetv. "We have an outstanding lineup of motivational, sports and fitness programming, and now we'll be able to offer viewers tips and content from another top brand."
"Consumers increasingly want choice in their media options, as well as convenience and flexibility in their fitness regime, and that's what exercisetv is all about," said Tom Fox, Senior Vice President of Sports Marketing for The Gatorade Company. "Having access to fitness and sports training with VOD, along with tips on proper nutrition and hydration from the Gatorade Sports Science Institute, will give the core Gatorade consumer what they want."
"Gatorade is a major brand that has recognized the opportunity to leverage this tremendously successful new platform, which has had more than two billion program views since 2004," said Matt Strauss, Vice President of Content Acquisitions for Comcast. "Comcast gave viewers a new way to watch TV when we launched VOD, and now we're giving advertisers like Gatorade a new way to engage their target audiences."
OMD, a leading worldwide media planning and buying agency representing Gatorade, is working with the sports drink company to develop this next-generation of advertiser-sponsored VOD content.
"At OMD, we continue to explore and identify new, effective ways to connect our advertisers with their best prospects," said Joe Uva, President and CEO of OMD Worldwide. "VOD is an important new technology in this rapidly changing media landscape, and Comcast has really proven their commitment to making VOD a part of their core offering to both viewers and marketers."
Added Bob Porcaro, OMD's Client Communications Director on the Gatorade business, "Not only does this relationship enable Gatorade to gain some critical early learnings on how to effectively use the VOD platform, but it also offers an absolutely perfect environment, fit for Gatorade's hydration expertise message. That is the ideal combination for us."
Developed exclusively for VOD and emerging media platforms, such as wireless and broadband video, exercisetv represents a significant shift from the traditional television programming and advertising model. Since its launch in January 2006, viewers have watched more than 10 million on-demand workouts. Gatorade is the second brand to become an exercisetv sponsor. New Balance is the network's exclusive athletic footwear and apparel sponsor.
With more than 90 programs available at any time, exercisetv offers programs for all fitness levels, interests and demographics. Popular and innovative exercisetv programs include:
- Kids workouts
- Seniors workouts
- Pre- and post-natal workouts
- Tai Chi
- Spanish-language workouts
- Sculpting and toning
- Sport-specific training and tips
- Advice on selecting workout clothing and shoes
- Jake Motivates
Exercisetv's programming is available for no additional charge to Comcast and Time Warner Cable digital cable customers with VOD service. Viewers have access to the world's best personal trainers 24 hours a day, and can use the service's DVD-like functionality to work out at their own pace.
Exercisetv (www.exercisetv.tv) is a new multi-platform television network dedicated to fitness, motivation and sports training and is designed exclusively for video-on-demand (VOD) and emerging media platforms. Exercisetv's core VOD service offers digital cable customers the opportunity to select from a comprehensive lineup of their favorite fitness workouts and offers unprecedented access to the world's leading instructors and trainers 24 hours a day, seven days a week.
Exercisetv was developed by Comcast Corporation (Nasdaq: CMCSA, CMCSK) (www.comcast.com), the nation's leading provider of cable, entertainment and communications products and services, and Jake Steinfeld of Body by Jake (www.bodybyjake.com). Exercisetv is managed by Comcast and is part of its portfolio of programming services. New Balance Athletic Shoe and Time Warner Cable are additional equity partners.
Gatorade® Thirst Quencher, the nation's leading sports drink, along with Gatorade Endurance Formula, are backed by 35 years of research. Both are scientifically formulated and athletically proven to quench thirst, replace fluids and electrolytes and provide carbohydrate energy to enhance athletic performance. Gatorade is the official sports drink of the NFL, NBA, WNBA, AVP, Major League Baseball, Major League Soccer, Major League Lacrosse and numerous professional, collegiate and amateur teams and events throughout the world. Gatorade is manufactured by PepsiCo Beverages and Foods, a division of PepsiCo. For more information on Gatorade Endurance Formula and The Gatorade Company, visit www.gatorade.com.
OMD (www.omd.com) is the largest and most innovative media communications specialist in the world, with more than 140 offices in 80 countries. Named 2005 Global Media Agency of the Year by Adweek and 2005 Media Agency of the Year in the U.S. by Advertising Age, OMD also had the distinction of winning 16 EFFIES in 2006 and more Media Lions than any other media agency at the 2005 Cannes International Advertising Festival. The agency network is a unit of Omnicom Group Inc.