ITV Retains Nokia For X Factor Sponsorship
ITV has retained mobile phone giant, Nokia, as the exclusive sponsor of X Factor‘s high-profile second series, due to air in the autumn, providing the firm with coverage across what promises to be one of ITV’s top performing shows of the year.
Nokia’s sponsorship of the talent contest last year saw the company secure the full broadcast package on ITV1 and ITV2, as well as an extensive interactive television offering. Nokia branding also features in off-air content, including mobile phone activity, online advertising and sponsorship and branding on the finalists’ tour of the UK (see ITV Secures Nokia To Sponsor X Factor Reality Show).
X Factor‘s first series was one of the most successful shows of 2004, introducing the nation to soul singer Steve Brookstein and classical quartet, G4.
Simon Lloyd, head of marketing at Nokia UK, explained the significance of the deal, stating: “The X Factor was a huge success for us, providing sustained primetime exposure in the critical pre-Christmas sales period. We’re in the process of developing an exciting sponsorship activation campaign to support the sponsorship and we’re really looking forward to finding out who has the X factor this year!”
The deal, negotiated by MediaCom’s sponsorship arm, SponsorCom, sees Nokia replicate last year’s coverage, including the broadcast package on ITV1 and ITV2, plus interactive TV branding. In addition, the company will retain off-air rights, including nationwide retail marketing activity.
The show, currently at the audition stage, invites members of the public to sing in front of judges Simon Cowell, Sharon Osbourne and Louis Walsh, with the best performers from the 16-25, over 25 and group categories heading for a showdown before the live finale later this year.
The show is a guaranteed money-spinner for ITV, with revenues being drawn not only from advertising, but from wide-ranging interactive features, such as phone votes and interactive betting services, launched last year to capitalise on the programme’s popularity (see ITV To Offer Interactive Betting On X Factor).
ITV has made no secret of its plans to squeeze revenue from phone voting and interactive features, setting out targets to increase revenue streams beyond spot advertising in its last full year results. The BBC’s recent commitment to reduce its reality TV output will also enable ITV to make additional profits, with competition for viewers’ attention, and interaction, reducing from the likes of Fame Academy and Strictly Come Dancing (see BBC Reality Cuts Leave Door Open For ITV).
ITV: 020 7843 8000 www.itv.com