Channel 4 And Alpen In Bed For Wife Swap Sponsorship
Channel 4 and The Allmond Partnership have secured Alpen breakfast cereal as the multi-million pound broadcast sponsor of the new series of Wife Swap, which returns to our screens next week.
The deal covers six new episodes due to be shown on Channel 4 this summer, plus a further three international episodes and seven new UK programmes in the autumn. It also includes sponsorship of the Wife Swap website at www.channel4.co.uk/wifeswap.
The sponsorship has been designed to support the current television campaign repositioning Alpen under the strapline: Less Haste, More Alpen. Credits and break-bumpers will feature Britain’s ‘most married man’ and his many wives in a number of scenarios.
Commenting on the deal, The Allmond Partnership’s sponsorship director, Jon Marchant, said: “We were searching for the right high-profile programme vehicle to aid consumer re-appraisal of this brand. Wife Swap has the status and profile we were looking for, and we’re delighted to have secured the sponsorship.”
The first two series of Wife Swap were one of the highlights in Channel 4’s schedule last year. The programme regularly brought in more than 5 million viewers for the broadcaster in its Tuesday slot. The celebrity special featuring Jade Goody and Major Charles Ingram attracted an average audience of almost 6.5 million viewers.
Channel 4 is expected to announce the appointment of a new chief executive within the next few weeks following Mark Thompson’s decision to return to the BBC in the role of director general. The broadcaster is also in the process of finalising a submission to media super-regulator Ofcom on its future in the multi-channel landscape (see Channel 4 Looks To Ofcom For Commercial Freedom).
Channel Four: 020 7396 4444 www.channel4.co.uk
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