An agreement in which two companies advertising different products buy the same broadcast time together, each paying for half, and alternate which product is advertised. For example, two companies may buy time from a station at 3:30 p.m. Monday through Thursday. Company A may broadcast its product Monday and Wednesday, while Company B does the same Tuesday and Thursday. Alternate sponsorship reduces costs for advertisers and is most common when a timeslot has largely the same audience several days per week.
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