Industry News | June 20, 2002

Taco Bell Rocks Into an Exclusive MTV Sponsorship

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Irvine, Calif.—June 20, 2002—Taco Bell today turned up the volume with a $15 million advertising commitment on the MTV Network. The agreement puts Taco Bell center stage as the exclusive quick-service sponsor of the MTV Video Music Awards (VMAs) and the 2003 MTV Movie Awards. Taco Bell will also sponsor the hit series "The Osbournes" in the fourth quarter of 2002 and the first quarter of 2003. The package also included advertising on other popular MTV programming.

"MTV is the quintessential network for Taco Bell's `Outside the Bun' personality and is extremely important in communicating Taco Bell to its core, die-hard fans," said Debbie Myers, Vice President of Media Services, Entertainment & Licensing, Taco Bell Corp. "This sponsorship gives us a strong opportunity to build equity with nationally televised events and unique programming every quarter."

"We are thrilled that Taco Bell has expanded their long-term sponsorship of the VMAs with the addition of the Movie Awards. Both platforms are magnets for young adults each and every year, and the Movie Awards delivered its highest ratings ever in June 2002," said Doug Rohrer, Executive Vice President, General Sales Manager, MTV/VH1/Country Music Television Advertising Sales. "With `The Osbournes,' Taco Bell will sponsor cable's highest-rated entertainment program in history and enjoy target audience delivery that is among the largest in television, bar none."