And Now a Word From Our Sponsors: How Brands Can Reinvent Philanthropy

Thursday, June 9, 2016

From private concerts to hors d’oeuvres and cocktails, the TV networks pulled out all the stops at this year’s Upfronts, where they presented their programming for the upcoming fall season.

When one considers the ad dollars at stake, the networks’ efforts make sense. Writes The New York Times, “The goal this year: Attract what could amount to more than $9 billion in advance ad sales.”

Think about it: This fall, millions of viewers nationwide will have access to a full lineup of programming, dramas and comedies featuring some of entertainment’s biggest stars. The cost of “admission” for the viewing public? Absolutely nothing. Why? Because the experience is paid for by the advertising budgets of leading brands.

It’s a tried-and-true advertising model, and it begs an interesting question: If brands can underwrite our entertainment experience, allowing us to enjoy our favorite shows for free, couldn’t they also fund our philanthropic experience, making it possible for millions of Americans to experience the profound sense of purpose and gratification that comes from giving back?

Source: Huffington Post (link opens in a new window)

business development, corporate social responsibility