Home Depot Replaces Lowe's As Trading Places S

Atlanta, GA, Aug. 12--The Home Depot announced Monday that it will replace archrival Lowe's as the sponsor of TLC's immensely popular home decorating show, "Trading Spaces." The Atlanta home improvement chain will provide the materials for the design projects on the cable TV show that lets neighbors redesign a room in each other's homes. Financial terms of the deal with TLC's parent company, Discovery Networks, a unit of Discovery Communications Inc., were not disclosed. Lowe's, based in Wilkesboro, NC, has been the sponsor of "Trading Spaces" since the show first aired in 2001. Lowe's spokeswoman Chris Ahearn cited the company's marketing strategy in the decision not to renew the contract, but declined to be more specific. Home Depot also said Monday it will renew its commitment to another TLC home decorating series, "While You Were Out," and will advertise on other Discovery Networks channels, including the Discovery Channel, Discovery Home & Leisure Channel and BBC America. Mark Mandel, an analyst with Blaylock and Partners in New York, said the deal is part of Home Depot's effort to regain its dominance over the smaller, but increasingly popular Lowe's.

Print the Article