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Starbucks Marketing Chief Says $10M Morning Joe Buy “Way Off”

AdAge looks into the Starbucks/Morning Joe $10 million sponsorship deal first reported Sunday night. Starbucks’ chief marketer Terry Davenport tells AdAge that $10M 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,” adding that the MSNBC deal isn’t among Starbucks’ biggest initiatives of the year.

Joe_6.4.bmpAdAge also reports the partnership “appears to be the result of some schmoozing” after host Joe Scarborough casually dropped in to a meeting Starbucks CEO Howard Schultz was having with network executives.

Meanwhile, Jon Stewart had some fun with the deal earlier this week.

Clip after the jump…

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