Beer will be the first product advertised on Viacom’s new gay network, Logo.
The network, which launches June 30, inked a deal with Miller Lite for the brewing company to air Logo’s first ad and be the sole sponsor of the network’s inaugural telecast The Evolution Will Be Televised, a 90-minute original documentary about gay Americans’ emerging visibility narrated by Parker Posey.
During the documentary, which airs at 9 p.m., Miller Lite will air 30-second spots and 15-second promos congratulating Logo on its launch. Afterwards, it will serve as the exclusive beer sponsor for the evening.
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Miller Lite joins Motorola, Tylenol PM, Lions Gate Films, Key West and Viacom-owned Showtime Networks on a list of new advertisers for Logo. Previously announced advertisers were Orbitz, Subaru and Viacom-owned Paramount Pictures.
Logo, which will target gay, lesbian, bisexual and transgender viewers, says it will launch in 30 million homes, airing a mix of 30 percent originals and 70% acquired programs, including a library of 200 movies.
