Granada Brings Ribena To CD:UK On Saturday Mornings

Granada Enterprises has signed GlaxoSmithKlein’s Ribena brand as the sponsor of ITV’s Saturday morning chart show, CD:UK, for three months from September.

The deal forms part of Ribena’s campaign to promote its news sport cap bottle range and includes full broadcast sponsorship of the programme on ITV1 and ITV2 until December. The agreement was negotiated by Ella Fletcher at Granada and Chris Holdom at Sponsorcom.

Commenting on the deal, Fletcher said: “We are delighted that Ribena is sponsoring CD:UK and are looking forward to working with GSK to maximise the effectiveness of this sponsorship. The deal represents a unique opportunity for Ribena to reach and drive relevance with a broad audience at a crucial time on Saturday mornings.”

GSK’s creative agency Grey is producing the sponsorship credits and break bumpers for the programme, which will include a 15-second clip at the beginning, a 10-second clip at the end and a number of 5-second break bumpers.

CD:UK, which is presented by Cat Deeley, is now in its fifth year. Despite being scheduled at a time traditionally reserved for children’s programmes, the show has a strong following amongst young adults and regularly reaches 54% of viewers aged between 16 and 34. BARB figures put average viewing for CD:UK at around 1.3 million, but audiences have fluctuated between 600,000 and 1.7 million since the beginning of last year.

ITV recently announced plans to axe its Saturday morning children’s show, SM:TV Live, after five years and is to replace it with a new entertainment programme made by Carlton. The as yet unnamed show will launch next spring and will sit alongside CD:UK, which has been recommissioned until the end of 2004 (see ITV Axes SM:TV Live After Five Years On Air).

Granada Enterprises: 020 7396 6000 www.granadaenterprises.com

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