Bravo Discusses Mixing Advertising With Its Shows

Sponsorship agreements — known as branded entertainment, content marketing and native advertising — are becoming common on Bravo, part of the NBCUniversal Cable Entertainment division of NBCUniversal.

And as the channel plans its programming lineup for 2013-14 during what is called the upfront season, more sponsorships that integrate advertising into shows are planned. Content marketing deals “require a lot of commitment from both sides,” said Dan Lovinger, executive vice president for cable ad sales at NBCUniversal, because of the additional work needed to integrate brands or products into shows in ways “that make sense.”