Women’s monthly magazine Eve is to sponsor Five’s latest US television drama acquisition, Grey’s Anatomy, which launches in the channel’s “prestige” 10pm slot tomorrow (Thursday).
The sponsorship includes the opening and closing credits, the break bumpers and logos across promotional trailers, and was negotiated by Five business manager Simon Betts and media specialist M2M, a division of Manning Gottlieb OMD.
The sponsorship push is one of several initiatives being launched by the glossy magazine. These include: the UK’s first motoring website aimed at females, a programme of new business workshops for women run in association with HSBC and a style show to be held at the NEC in December. Eve launched in August 2000 with a &£2m marketing budget.
Jo Morrell, Eve publishing director, believes the TV tie-up is a first for a women’s magazine, and adds that the show holds strong appeal in Eve’s target market.
Grey’s Anatomy, distributed by Buena Vista International TV, was acquired for Five in a deal through LivingTV and marks the show’s UK terrestrial premiere. The series airs on ABC in the US where it is the number one show in its time slot.