MTV2's sponsored segment represents broader marketing trend

10/29/2004 | NYTimes.com

Viewers of MTV2's "Control Freak" airing Sunday, Nov. 14 and Nov. 28 won't see a commercial for Lee Jeans. At least not in the traditional sense. Instead, they'll see Buddy Lee, the dungaree maker's brand character, appear on the show during a six-minute sponsored segment. Fallon Worldwide, part of the Publicis Groupe, created the segments which are part of a broader trend of integrated marketing aimed at making it harder for viewers to avoid the ads.

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