The USA cable network – whose shows feature more plugs than Joe Biden’s head – is back at it, this time with its summer offerings of Covert Affairs.

Via MediaPost:

USA Network is promoting the Capital One Venture Card during the second season of the series “Covert Affairs.” The network will integrate Capital One’s brand on-air and in original digital content. The on-air offering includes a sponsorship of two custom Character Builder vignettes. The online extension features a digital hub in which USA provides fans with place to interact with the program, but learn more about what they need for their own spy travel.

Yeah, got a big surveillance trip to Budapest planned myself.

(Handy Spy’s Guide to Travel here for you last-minute packers.)

The more programming turns into marketing, the more ludicrous the explanations by broadcast executives. From TV by the Numbers:

“As viewing habits continue to fragment, USA is constantly innovating new ways for our partners to engage with our series and fans across multiple screens,” said Alexandra Shapiro, senior vice president, brand marketing and digital, USA. “Capital One’s Venture Card double miles theme and promotions dovetail perfectly with both the viewing habits of our audience as well as our globe-trotting Covert Affairs agents who film on location through the globe.”

The theme and promotion “dovetail perfectly with . . . the viewing habits of our audience” – what the hell does that mean? That they’re watching the show in the first place? It’s just PromoSpeak.

If they have to inflict this marketing in sheep’s clothing on us, the least they could do is not insult us in the process.

John R. Carroll is media analyst for NPR's Here & Now and senior news analyst for WBUR in Boston. He also writes at Campaign Outsider and It's Good to Live in a Two-Daily Town.
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