Sky One Secures Macleans To Sponsor Nip/Tuck
Sky One has secured GlaxoSmithKline’s Macleans Ice Whitening toothpaste brand as the exclusive six-figure broadcast sponsor of Nip/Tuck, its controversial comedy drama about cosmetic surgeons.
The deal, negotiated between Sponsorcom and Sky Media, covers the final six episodes of the current series and includes an option to extend the sponsorship to a second run of the show, which explores the darker side of cosmetic surgery.
The sponsorship will see Maclean’s promote the idea of tooth whitening and oral beauty in the context of physical perfection as depicted in the show. The brand will use the strapline Discover the power of a whiter smile in a series of 15-second and five-second executions designed by Sky Creative Services.
Commenting on the deal, Mark Wood, commercial director at Sky Media, said: “We are delighted to have secured such a relevant sponsor for one of television’s most talked-about shows and we are confident that the association with Nip/Tuck is the ideal platform for the Ice Whitening brand.”
Tim Brookes, Macleans marketing director at GlaxoSmithKline, added: “We feel certain that Nip/Tuck will complement our existing brand activities. It is a quality programme with attitude and our sponsorship will deliver a clear message to an appropriate and important audience.”
Nip/Tuck debuted on Sky One in January and achieved the biggest ever audience for a drama premier on the channel. Initially viewing figures reached more than a million, but audiences have tailed off over recent weeks.
Sky One has seen its share of viewing in mutlichannel homes decline over the last few years due to increasing competition from a number of other youth-focussed entertainment channels. ITV2 has been boosted by the success of I’m A Celebrity and E4 benefits annually from the ongoing popularity of Big Brother. The launch of BBC3 has also had an effect on Sky One viewing (see BBC3 Claims Share Increase For Target Youth Audience).
BSkyB: 0207 705 3000 www.sky.com
Recent Television Stories from NewsLine Channel 4 And Five In Discussions Over Possible Merger ITV In Poll Position With Formula One Sponsorship New ITV Boss Claims Allen Is Safe As Chief Executive
Subscribers can access ten years of media news and analysis in the Archive