Comcast, Samsung and Toyota have signed up as the launch sponsors for season 2 of USA’s Playing House, which will unveil new episodes via video-on-demand before they air on the linear cable channel.

The sponsors will be the only advertisers to appear in limited commercial breaks when the shows are viewed on demand.

“As VOD viewing is expected to experience significant growth this year, we are excited to partner with Comcast, Samsung and Toyota to tap into this uncluttered, rich viewing environment,” said Alison Tarrant, executive VP, client solutions group, NBCUniversal. “We are bringing our advertising partners with us as we move our content seamlessly across every platform with custom creative, especially in the highly engaged VOD space.”

The brands will also be featured in on-air integrations and custom creative co-created by and featuring the stars and executive producers of the comedy series, Jessica St. Clair (Bridesmaids) and Lennon Parham (Parks and Recreation).

"Every year, our customers spend billions of hours on Xfinity On Demand catching up and staying current on their favorite shows," said Matt Strauss, executive VP and general manager, video services, at Comcast Cable. "Playing House developed a dedicated audience on demand, and we are excited to work with USA Network to promote the show and provide Xfinity customers with access to every new episode of the season one week early."

Playing House stars Parham and St. Clair as two lifelong BFFs raising one's child together. Season 2 launches Aug. 4 at 10 p.m. ET.

Read more at broadcastingcable.com.

USA Network will debut new episodes of its freshman comedy series Playing House via video on demand and TV Everywhere platforms a week before it airs on the network.

The network said the series will return for an eight-episode second season in 2015, with new episodes debuting on digital platforms first before running on USA. The network added that the unique distribution arrangement for Playing House, which stars Jessica St. Clair and Lennon Parham, was developed to offer advertisers premium placement across millions of multiplatform connected homes.

The network said it will prominently promote the on-demand episodes in an effort to drive viewers to the early window. 

“We are so pleased to bring back this beloved series, with the exceptionally talented comedic duo of Jessica and Lennon,” said Chris McCumber, President of USA Network. “Tapping into the increasing power of On Demand, we have the unique opportunity to reward the incredibly devoted fans of Playing House with early access to new content and bring in additional audiences.”