ITV Gives Ginsters Slice Of New Entertainment Show

ITV Sales has secured snack food brand Ginsters as the broadcast sponsor of its new Saturday night entertainment programme, Simply The Best, which launches later this summer.

The deal for the forthcoming series, negotiated by Starcom Motive, marks the first time Ginsters has opted for nation-wide coverage after only using ITV’s regional networks in the past.

Simply The Best will be hosted by former-England cricketer Phil Tufnell and Sky presenter Kirsty Gallacher. It will feature contestants from different UK towns and cities in various games and competitions.

Each show will feature a mix of live music and visiting star guests from the worlds of entertainment and sport. The competing teams will combine celebrities with local people as fourteen cities compete to win the series.

Commenting on the sponsorship, Adam Bishop at Starcom Motive, said “Strategically this allows us to drive the client’s business forward whilst remaining true to our core proposition – real, honest food delivered with humour and fun.”

Larry File, marketing controller at Ginsters, added: “We have been working with Starcom Motive on this strategic development since late last year. The aim was to develop the current brand equity and deliver it to a broader audience”.

Earlier this month, ITV Sales secured mobile phone manufacturer Nokia as the exclusive sponsor of its new £10 million Pop Idol-style reality series, The X Factor, which launches on the channel this autumn (see ITV Secures Nokia To Sponsor X Factor Reality Show).

The UK’s largest commercial broadcaster is enjoying a period of buoyancy at the moment and claims to be experiencing a surge in advertising revenue following a high demand for commercial spots during its Euro 2004 coverage (see ITV Set To Score £6 Million From England Game).

The latest agency estimates compiled by MediaTel Group reveal that ITV saw advertising revenue rise by an impressive 5.2% year on year during May to almost £156 million as it displayed further signs of emerging from the downturn (see TV Market Round-Up May 2004).

ITV: 020 7843 8000 www.itv.com

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