ITV Secures Pledge For Daytime Sponsorship
ITV has secured SC Johnson’s Pledge Dusters as the exclusive broadcast sponsor the fourth series of Everything Must Go, which returns to its daytime slot on the channel next week.
The daily programme features homeowners from all over the UK who want to sell off their worldly possessions and move on to new lives. Participants attempt to get the best price for their belongings when they open their doors prospective buyers.
The last series of the thirty-minute show (pictured), which airs in the early afternoon slot, attracted an average audience of 1 million viewers to ITV1 and secured a 14% share of the available audience.
The deal was secured by Andrea Ridout at Alliance, the sponsorship division of ZenithOptimedia and Tanya Krempel at ITV Sales. Krempel said: “Everything Must Go is the ideal programme association to promote Pledge Dusters and is the perfect platform for the products first broadcast sponsorship.”
Ridout added: “This is SC Johnson’s second broadcast sponsorship deal with ITV1, showing their belief in the value of television sponsorship and its ability to deliver stand-out in this cluttered environment. This deal follows SC Johnson’s recent announcement securing the sponsorship of ITV1’s Moving Day with the Mr Muscle MultiTask brand.”
ITV received a much needed boost last week after renegotiated a new multi-million pound deal with two of its biggest entertainment stars, Anthony McPartlin and Declan Donnelly, that will keep the comedy duo exclusively on the network for the next three years (see ITV Secures Ant And Dec For Next Three Years).
The UK’s largest commercial broadcaster has seen audiences decline recently in the face of the BBC’s highly successful Olympic coverage and a bumper summer for Channel 4. It was also recently forced to drop reality-TV flop The Block from its peak-time slot amid ongoing fears that a dip in viewing could mean it has to pay as much as £100 million in compensation to some of the UK’s biggest advertisers (see ITV Drops Peak-Time Shows To Avoid Viewing Slump).
ITV: 020 7843 8000 www.itv.com
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