Bravo in Multiplatform "Real Housewives" Sponsorship Deal with Sprint

--Deal Gives Sprint Presence On-Air, on Mobile and on Broadband Video Spin-Off

NBC Universal-owned cable channel, Bravo, said Tuesday that it has signed up Sprint as the first ever multiplatform ("360") sponsor for its reality franchise, "The Real Housewives," in a deal that will provide the carrier with an on-air, online and mobile presence for the fifth season of "The Real Housewives of Orange County."

According to Bravo, Sprint will have a weekly on-air presence via tagged tune-in spots and billboards. The company will also be the exclusive sponsor of a weekly broadband video series, entitled "A Day In the Life," which Bravo bills as allowing viewers to "experience the life of an Orange County housewife first hand, following each of the ladies during a typical day." The series will air exclusively on and will be promoted via a custom weekly on-air spot. In addition, Sprint will sponsor a service called "The Real Housewives Mobile Fan Club" that allows fans of the show to sign up to receive what Bravo calls "special access to the Housewives" and show-related content on their phones, including behind-the-scenes trivia, "fun fact" messages, exclusive bonus video, and more. "Bravo delivers real results for our sponsors and analysis of Nielsen IAG data has shown that brands that reach consumers on multiple platforms produce a greater impact," Susan Malfa, SVP of Ad Sales for Bravo Media and Oxygen Media, said in a prepared statement. "The Real Housewives franchise is one of the most talked about shows on television today, with a passionate, engaged fan-base that drives ad effectiveness."

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