The 45-second segments are the latest way CBS has come up with to entice big name advertisers onto its network by mixing editorial and commercial to create more appealing advertising and combat ad-skipping.
With Unilever and Bertolli, CBS turned to Lara Spencer, the host of 'The Insider', a syndicated television news magazine show, who spends time talking about up coming shows, such as a recent plot twist in CBS geek comedy 'The Big Bang Theory', whilst whipping up some tasty dishes.
The campaign launched during the network's two-hour comedy block on Monday nights and is due to run for several weeks, according to a report in the Wall Street Journal.
Strictly speaking the ads are known as interstitials, mini segments, during breaks in the comedy shows. The 45-second spots are followed by traditional 15-second TV ads for Bertolli Oven Bake pasta dishes.
The campaign features during the break for four shows, 'The Big Bang Theory', 'How I Met Your Mother', 'Two and a Half Men', and 'Worst Week'.
Unilever North American media director Rob Master told the WSJ that the tie-ins are the first fruits of a series of briefings Unilever gave to broadcasters earlier this year.
He said the briefings were designed to test the thinking and flexibility in how they could bring Unilever's brands to life by using talent various shows.
He added that a network's ability to come back with big ideas would mean they won a greater share of spend.
The CBS idea ticks two boxes. It promotes Bertolli, but it does so by associating it with a number of shows, as well as promoting the broadcasters own content melding the two together.
WPP Group's media buying arm MindShare helped negotiate the deal.
Entertainment
Unilever teams with CBS in advertainment deal for Bertolli
NEW YORK - CBS has created a series of advertainments -- which mix entertainment and advertising -- for Unilever featuring the host of one of its entertainment programmes offering showbiz gossip while cooking with the FMCG firm's Bertolli Italian-food brand.
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