Dive summary:
- Yahoo's Burning Love, a web video based show, has taken the industry by surprise with it's breakout success that proves the web is a viable medium for high quality production levels.
- The show has attracted 11 million unique visitors since its debut in June 2012 and has been signed on for two more seasons, an move unheard of in web video.
- The first season of the show, a spoof on popular series The Bachelor, has been picked up by the E! network and will air on Feb 25.
From the article:
"Paramount and Yahoo launched Burning Love last year with no official sponsors. But when the partners met with PHD last October during Advertising Week, 'We said, 'Take it off the table; we want to take the whole thing,' recalled PHD CEO Monica Karo.
Going forward, PHD clients including HBO, Foot Locker, Safeway and Lord & Taylor will run ads alongside the show, per Kelley Elizabeth Train, PHD's U.S. director, digital investment. Plus the lead character in Season 2 will be an avid user of Breathe Right strips. And in Season 3 the fireman will frequently use Tums to quell his meatball-driven indigestion."