Ginsters Signs As Five’s Sponsor For Joey
Five has secured one of its largest sponsorship deals to date, with food manufacturer Ginsters agreeing to support the eagerly awaited US sitcom Joey.
Five acquired the exclusive broadcast rights to the Friends spin off series after Channel 4 withdrew from an intense bidding war, claiming that the price for the programme had risen too high given the quality of a pilot episode (see Five Wins Friends Spin-Off After Fierce Bidding War).
Joey is part of Five’s new comedy zone programming, which has also won the UK broadcast rights to Two And A Half Men, America’s highest-rated series of the last few years, produced by Warner Bros and starring Charlie Sheen and Jon Cryer. The broadcaster will be hoping for a ratings success on this side of the Atlantic, as it seeks to increase its audience share towards the elusive seven per cent mark.
The Ginsters sponsorship package includes sponsorship credits, on-air promotional trailers and additional exposure on all press and off-air marketing supporting the strand throughout the sponsorship period.
Commenting on the deal, Jon Lewis, Five’s head of commercial development said:”Ginsters’ promotion fits perfectly with Five’s new Comedy Zone. We look forward to an exciting new programme strand and a continuing mutually beneficial relationship with Ginsters.”
Peter Judge, sales and marketing director at Ginsters added: “With a brand value topping £225 million at the end of 2004 it is our belief that we will encourage at least a further two million new users to the market this year and this television sponsorship deal is key to driving that market. The new programme fits perfectly with out brand message of Real Honest Food and will provide an excellent profile for our brand.”
Five recently announced a massive £17 million boost to its programming budget, designed to increase the company’s profile and increase overall viewing share (see Five Boosts Programme Budget By £17 Million).
Five: 020 7550 5555 www.five.tv
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