Five Secures Peugeot To Extend Movie Sponsorship Deal
Five has secured car manufacturer Peugeot to extend its existing £4 million movie sponsorship deal for another year.
The sponsorship package includes on-air credits, website sponsorship and accreditation on all of Five’s movie marketing. Branding will also appear at a number of special American-style drive-in movie events throughout 2004.
A number of different Peugeot commercials will appear on all of Five’s television movie premiers over the next twelve months, which will include Charlie’s Angels, Miss Congeniality and Vertical Limit.
Commenting on the deal, head of sponsorship at Five, Jonathan Lewis, said: “We are delighted that Peugeot have renewed their support for the Evening Movie on Five. They have been an ideal business partner from day one with brand values to complement our own.”
Dean Drew, advertising director at Peugeot, added: “This is an innovative partnership that has delivered excellent results for Peugeot and Five. We will be developing new ways to exploit the partnership in 2004 including supporting a number of our new car launches.”
The deal was renegotiated by Neil Johnston at media agency OMD with all creative executions developed by EURO RSCG.
Overnight figures from BARB show that Five achieved its highest ever share of viewing last month with 6.9% of the available audience. The channel also attracted a greater proportion of the lucrative 16 to 34 year old market, with 7.3% of viewing coming from this elusive demographic (see Five Achieves Highest Viewing Share In History).
Five has seen its share of viewing increase steadily since its launch in 1997 as it moves distance itself from its downmarket image. The channel recently move to drop all remaining softcore pornographic content from its schedules and is currently positioning itself as the home of classic US dramas and arts documentaries (see Lygo Strips Channel Five Of All Adult Content).
Five: 020 7550 5555 www.five.tv
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