ITV Secures Network Q To Renew Millionaire Sponsorship

Carlton has secured used car retailer Network Q to continue its six-figure broadcast sponsorship of ITV1’s long-running Who Want To Be A Millionaire? quiz show.

The deal, which was negotiated by Carlton’s Peter Manten and Initiative’s Andy Thomas, runs throughout 2004 and includes the forthcoming Valentine’s Day, Mother’s Day and celebrity special editions of the quiz.

Network Q began its association with Who Wants To Be A Millionaire in February last year and recently extended its broadcast sponsorship to include a special online version of the quiz at www.millionairetv.com.

Commenting on the new deal, Peter Manten said: “We are delighted that Network Q has become the first sponsor of Who Wants To Be A Millionaire? to extend their association for a second year. The deal cements the relationship established over the last year and is one we hope to develop across 2004.”

The Chris Tarrant-hosted game show still brings in large audiences and figures from BARB show the programme attracts an average of around 7 million viewers to ITV1 on Saturday nights. However, the show’s format has remained unchanged for sometime and ratings during 2003 have not been as high as in previous years.

It is understood that Granada Enterprises is currently in negotiations with Cadbury Trebor Bassett to prevent the confectionery giant ending its £10 million broadcast sponsorship of Coronation Street after almost a decade (see ITV Negotiates To Keep Coronation Street Sponsor).

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