Ad Integration at
Chaiken's Discretion in L Word Final Season

Ilene Chaiken, writer and creator of the Showtime series The L Word, has been given complete control over "brand integration" for the show's last season, which starts this fall, Advertising Age reports. Showtime programs do not take commercial breaks, but on this season of The L Word , gay-friendly companies -- or those hoping to attract more gay and lesbian consumers -- will have the opportunity for their brands to be integrated into story lines as a form of advertising.

By pairing with The L Word , many advertisers will have the opportunity to reach a desirable demographic group -- the roughly 312,000 viewers of the popular series are generally 18-49 years old, affluent, and female. The "integration package" being offered to companies hoping to capitalize on this opportunity is reported to be worth $300,000, according to a source for Advertising Age.

Chaiken notes that the integration being offered is "a rare, perfect opportunity for showcasing brands," especially to women, because The L Word viewers are "affluent, avid consumers plugged into pop culture."

The popular travel site Orbitz, which is known for being gay-friendly, told Advertising Age that its inclusion in the fifth season of the show boosted traffic to its lesbian travel microsite by 25%. (The Advocate)