Examining the Starbucks/Morning Joe Deal…

Ad Age’s Emily Bryson York writes about the Starbucks deal with Morning Joe…

Reports of the deal earlier this week estimated that Starbucks had laid out about $10 million for the sponsorship, but Mr. Davenport said that estimate is “way off.” “Anyone who’s been following our measured-media buying would know that figure would be a significant chunk of our spend,” he said, adding that the MSNBC deal isn’t among Starbucks’ biggest initiatives of the year. According to TNS Media Intelligence, Starbucks spent $28 million in measured media during 2008. The chain has said its spending will be flat this year.

The partnership, a one-year deal at the outset, will give Starbucks very brief promotional opportunities, during which Mr. Davenport said the chain will promote its ethical commitments. “I think one of the things you’ll see us do with this relationship is our ‘Shared Planet’ strategy and messaging,” he said. “We don’t see this as a forum for Pumpkin Spiced Latte, but a forum for talking about ethical sourcing, responsible growing of coffee and volunteerism in local communities. I think it’s a very appropriate forum for us to get those types of messages out.”