Toyota will spend $16 million for ads and product placement on The Contender.

Toyota will spend $16 million for ads and product placement on The Contender.
Mark Burnett’s forthcoming The Contender continues to break records. Not only is it the most expensive reality series ever produced, but now Toyota has agreed to pay $16 million to sponsor the series, and that “may well be the highest price ever paid for a product integration/advertising package in a TV series,” TV Week reports. That’s for both product placement and advertisements. With four ads per episode, for “an estimated $200,000 per spot, Toyota is spending $10.4 million in media and more than $6 million in product integration fees.” How does that compare with other reality series? It “surpasses sponsorships in CBS’s “Survivor” and Fox’s ‘American Idol,’ both established hits that have had deals in the $10 million to $14 million range. Mark Burnett’s ‘The Apprentice’ has overall deals in the $10 million range, according to media buying executives.”

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about the writer

Andy Dehnart is a journalist who has covered reality television for more than 15 years and created reality blurred in 2000. A member of the Television Critics Association, his writing and criticism about television, culture, and media has appeared on NPR and in Playboy, Buzzfeed, and many other publications. Andy, 36, also directs the journalism program at Stetson University in Florida, where he teaches creative nonfiction and journalism. He has an M.F.A. in nonfiction writing and literature from Bennington College. More about reality blurred and Andy.