Nestle Expands Pop Idol Sponsorship
Granada Enterprises Interactive has extended Nestle’s ground-breaking sponsorship of Pop Idol with a special “Choc Idol” vote on its interactive platform.
Viewers are able to vote for their favourite “Choc Idol”, as well as their favourite Pop Idol by using the red button on ITV’s enhanced interactive application. According to Granada, the competition has been very successful with many votes registered and Nestle’s Double Cream is currently in the lead.
The initiative is part of a range of interactive applications which have been developed to support Pop Idol, including applications which will enable viewers to vote for contestants via their remote controls for the first time (see Pop Idol Expands Interactive Applications).
Nestle agreed to sponsor the second series of Pop Idol in a record-breaking deal worth £6 million earlier this year (see ITV Secures Nestlé As Record £6m Sponsor Of Pop Idol).
Commenting on the initiative, Andrea Lippett, controller of Interactive Sales at Granada Enterprises, said: “Following the success of the Choc Idols competition online, we are delighted to bring a parallel universe of Choc Idols into the Pop Idol interactive application. By pressing the red button viewers will be able to vote for their favourite Choc Idol and enter a prize draw for Pop Idol tickers.”
The second series of Pop Idol is proving to be a big success and according to Granada, the series has attracted an average of 6.8 million viewers, peaking at 8.1 million with a 42% share.
However, the latest series of Pop Idol has faced stiff competition from the BBC’s Fame Academy. Advertisers recently condemned the Corporation’s decision to schedule the show against ITV’s new series of Pop Idol as a ‘flagrant abuse’ of its public service duty (see Advertisers Slam BBC As TV Talent Shows Go Head To Head).
Granada Enterprises: 020 7396 6000 www.granadaenterprises.com
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