Pond's, sponsorship, and product placement

Please notice the obvious product placement for Ponds, the sponsor of the show, "The Starter Wife." Is that billboard a bit too much?

Marc Graboff of NBC talks to MediaPost about this type of marketing:

Graboff notes that NBC's sister network USA Network started a deal at the development level with its new limited summer series "The Starter Wife." Ponds' beauty cream is not only a title sponsor, but has product placement elements in the show, too.