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General Mills gets on board with NBC’s ‘Biggest Loser’

NEW YORK — The seventh edition of NBC’s “The Biggest Loser” begins Tuesday night with new licensing tie-ins and General Mills as a first-time advertiser.

The weight-loss competition wrapped up a strong sixth edition in December and now faces a second January against Fox reality giant “American Idol,” which begins next week. “We do have that little singing show we’re up against. (‘Loser’) was a great counter-programming show last year, and hopefully, we’ll prove it even more so this year,” says Mark Koops, managing director of show producer Reveille.

Average viewers rose nearly 6 percent to 8.6 million viewers from fall 2007 to fall 2008 and increased 2 percent with advertiser-coveted adults ages 18 to 49. The audience for the edition starting last January averaged 8.9 million, even though for the first time it was up against “Idol,” which can draw up to 25 million.

“To show year-to-year gains is a real triumph,” says NBC ratings spokesman Tom Bierbaum.

That kept ad rates even to up slightly. And General Mills joins the nine marketers from December back on board for ad time and in-show mentions.

Weighing in for “Loser”:

• General Mills, maker of Yoplait yogurt, Cheerios and Progresso soups, will tie in a charity promotion, the Pound for Pound Challenge. It will donate 10 cents to Feeding America for every pound of weight loss pledged at http://www.biggestloser.com/.

“This is our first integrated partnership of this kind,” says John Haugen, General Mills’ vice president of health and wellness. “We’re looking for a positive impact on all of our brands.”

• New this month are more “The Biggest Loser” licensed products — 2008 sales nearly doubled 2007’s to $50 million — including scales for people and food, juicers, and grills by Taylor HoMedics. Also rolling out are fitness balls by Gaiam and protein powders by Next Proteins. The sixth branded book, “The Biggest Loser 30 Day Jump Start,” is due in February.

• Biggestloserclub.com has about 50,000 subscribers paying $19.95 a month for diet and fitness information tailored to their goals. A “Biggest Loser” mobile application will launch on Jan. 20.