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Article: Branding frenzy builds around Trading Spaces; Cable hit lends name to CDs, houseware items.(News)
- Article from:
- Advertising Age
- Article date:
- May 26, 2003
CopyrightCOPYRIGHT 2003 Crain Communications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Byline: JACK NEFF
Discovery Networks' "Trading Spaces'' is trading on its popularity to become a home-decorating megabrand encompassing books, DVDs, housewares, hardware and even music and board games.
The cable program attracts 2.8 million viewers per show, according to Nielsen Media Research, and Discovery sees further revenue in licensed products. "We're continuing to have our phones ring off the hook for this property. There's a tremendous opportunity for home decor, domestics and fan-based merchandise,'' said Sharon Markowitz Bennett, senior VP-strategic partnerships at Discovery, which has so far lined up 20 deals. "I see [the 20] doubling in the ...