Zillow Finds New Home in ‘Portlandia’

Real estate website Zillow has found a home in Portlandia.

In Thursday night’s episode of the IFC comedy, characters played by Carrie Brownstein and Fred Armisen are looking for a new home after completing renovations on their current house. That created an integration opportunity for Zillow, based in Seattle.

Zillow had previously done integrations only in real estate oriented shows, such as American Dream Builders and programs on Scripps Networks Interactive’s HGTV and DIY, Amy Bohutinsky, chief marketing officer at the company, said.

“This is the first time we’ve done an integration in a more broad show, but it was an episode about shopping for a home, so it was just a wonderful fit and really true to our brand," she said. "And it’s really funny too.”

Read more at broadcastingcable.com.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.