Carlton Secures Sponsor For Key ITV Daytime Show
Carlton has secured a deal with James Villa Holidays that will see the independent tour operator become the exclusive broadcast sponsor of ITV1’s Today With Des and Mel.
The deal, which was brokered by Elton Thrussle at ARM-Direct and Peter Manten at Carlton, will run for four months following the return of lunchtime entertainment programme to ITV1 later this month.
As part of the agreement, a series of special sponsorship banners and break bumpers have been designed to accompany the show. They will feature a round-the-clock telephone number and instructions on how to contact James Villa Holidays via their website.
Commenting on the deal, Carlton sponsorship account manager, Peter Manten said: “We know that TV sponsorship produces a variety of different communication benefits for our clients, and it is only just beginning to be recognised that product sales is one of these benefits.”
Darren Needham, managing director at James Villa Holidays, added: “We are proud to sponsor one of Carlton’s flagship daytime programmes. I believe this deal will certainly deliver increased awareness for our brand as well as generating further commercial success for both parties.”
Today With Des And Mel is a crucial part of ITV1’s daytime schedule and the latest viewing figures from BARB show it has almost doubled its audience since it launched in September 2002. The programme currently attracts an average of around 1.4 million viewers, with figures peaking at around 1.8 million.
The latest annual viewing figures show that BBC1 maintained its lead over ITV1 in the battle for ratings. The channel secured a 25.6% share of television audiences across the year, compared to a 23.6% share for its main commercial rival (see Channel 4 Sees Audience Share Dip During 2003).
Carlton: 020 7663 6363 www.carlton.com
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