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.

AdAge 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…

The Daily Show With Jon Stewart	M – Th 11p / 10c
Corporate SynerJoe
thedailyshow.com
Daily Show Full Episodes Political Humor Economic Crisis

Launch a social media campaign that will build your brand and deliver results in our online Social Media Marketing Boot Camp starting June 7. Speakers include Abigail Cusick (Bravo Digital), Gregory Galant (Sawhorse Media), Alex Leo (Thomson Reuters Digital), Jim Tobin (Ignite Social Media), and many more. Read the reviews.