Target Sponsors 4-Minute Video During Grammys
Target has its bullseye on the "Hollaback Girl" singer. The retail chain is sponsoring a four-minute live video by Gwen Stefani during The Grammy Awards on CBS on Monday, an unprecedented move that capitalizes on the current vogue for live TV events. Stefani will perform the song "Make Me Like You," which is being released Friday. It's a gamble for Target, since four minutes of prime-time ad time costs millions. And most TV ads are only about 30 seconds or 60 seconds.