News Post
7 Factors When Choosing an Entertainment Partner
Entertainment partnerships are one of the most powerful ways for brands to garner attention, build brand credibility, and drive ad performance. But success hinges on choosing the right partner. Miss just one key consideration and the campaign could fall flat. Here are the 7 most important factors to consider when selecting an entertainment partner for your brand:
1) Cultural Relevance and Buzz
A show’s popularity, including how much people are talking about it, has a direct impact on how well your co-branded ad will resonate.
Consider both audience size and fan loyalty.
Currently airing shows often offer better momentum, since networks are actively promoting them and they’re part of everyday conversations.
Example: A new season drop of a cult-favorite show can give your brand instant cultural heat.
2) Recognizability
Separate from current buzz is how well-known a show is. A show might not be trending now, but its legacy can still carry serious weight.
Sometimes it's more effective to partner with a beloved classic than a lesser-known current show.
Networks often prefer partnerships with current shows but are also open to monetizing historic IP.
Examples: Friends, Breaking Bad, Game of Thrones, The Sopranos, The Office, Modern Family, Seinfeld, I Love Lucy, Frasier, Lost.
3) Audience Alignment
It’s important for your ads to resonate with the audience most important to your business goals. Ensure your target audience matches the show's fan base across:
Demographics: age, gender, income, location, etc.
Psychographics: values, lifestyle, interests, and personality traits.
Example: A menopause brand pairs more naturally with “The Golden Bachelor” than with “Euphoria.”
4) Tone and Message Compatibility
Your brand’s tone should feel native in the show's world.
Does your brand voice (e.g., irreverent, empowering, sincere) match the show's vibe?
Does the narrative or spirit of the show align with your brand’s core message?
Example: A show about second chances pairs well with a wellness brand focused on reinvention.
5) Thematic Alignment
Sometimes, thematic overlap creates a powerful cognitive connection between the brand and the show.
Example: Dashlane, a digital security brand, successfully partnered with NCIS - tied together by a shared focus on protection and security.
That said, contrast can work too. Creativity often trumps literal alignment.
Example: For the 2025 Super Bowl, Häagen-Dazs teamed up with Vin Diesel and the Fast & Furious franchise—pairing premium indulgence with high-octane action. It was unexpected, but it worked.
6) Strength of the Campaign Angle
A compelling creative concept tying the brand and the TV show together is essential.
Great co-branded taglines are authentic, natural, and almost artistic. They often evoke emotion, are clever, or can have multiple meanings.
They might draw directly from the show, a brand’s existing tagline, or blend the two.
Example: An extended car warranty company might partner with Blue Bloods with a tagline “Protect What Drives You.”
7) Minimum Spend Commitment
Cost isn't a major differentiator at MutualMarkets - our partnership fee is a consistent $0.50 CPM across shows.
What can vary is minimum commitment.
Most shows require just 1 ad unit (10 million impressions = $100k if your average CPM is $10). Others may require 3 or 10 units depending on their profile and demand.
It’s important to know these thresholds and ensure they align with your media budget.
MutualMarkets Considers All These Factors When Recommending Partners
Helping you find the right entertainment partner is at the core of what we do. We blend AI-driven insights, big data, and experienced strategists to identify ideal matches - factoring in all the considerations above.
Want to see what entertainment partnerships might be a fit for your brand?
Schedule an exploratory call with a MutualMarkets Co-Marketing Specialist. Recommendations are free, and they might just unlock your next breakthrough campaign.