Viacom today struck an exclusive advertising partnership with Tumblr to serve “co-branded content campaigns” with its partners across the blogging platform during the upfront season.

The deal will give Viacom the ability to publish a range of custom content promoting cable networks such as MTV, Nickelodeon, VH1, CMT, COMEDY CENTRAL, TV Land and Spike on Tumblr. It’ll kick off next month with the 2014 MTV Movie Awards, where Viacom plans to put up related images, videos, GIFs and other interactive content before, during and after the show.

It’s the first advertising partnership that Tumblr has signed with a television programmer, and Viacom will be the only network group that’s able to deliver co-branded campaigns throughout the upfront season.

Only a few days ago, Yahoo chief executive Marissa Mayer was toting the potential for Tumblr as an advertising platform. As AdWeek reports, she said the average sponsored post on Tumblr is reblogged 10,000 times, while the average user-created post is reshared 14 times.

“So, there’s really an amazing amount of reach,” she said.

➤ Press Release (via Variety)

Featured Image Credit –  Josh James / Flickr