Granada Revs-Up With Men & Motors Sponsorship

Granada has secured Budget Insurance Services to sponsor the motoring strand on its Men & Motors channel.

The six-month deal will see the company’s motor insurance brands, Budget and Dial Direct, sponsor all car and motor related output on the channel, including programmes such as Motorsport UK, British Rally Championship 2003 and Driven.

Men & Motors recently extended its output and now broadcasts twelve hours a day between 11am and 11pm. The channel claims to have increased its male audience by 43% since April and now reaches around 6.4 million viewers each month.

Commenting on the sponsorship, Budget’s marketing director, Matthew Gledhill said: “We have been very pleased with our response rate through Men & Motors so far. This sponsorship is a natural development for us and an exciting way of reaching our target market.”

The deal was negotiated by Jamie Ball at Granada Enterprises and Alex Kisby at MediaVest Manchester.

Earlier this year Granada secured motorbike insurance specialist Bennetts as the six-figure sponsor of all bike-related programming on Men & Motors (see Bennetts To Sponsor Bike Strand On Men And Motors).

The latest Trends In Television report from the IPA shows that the increasing popularity of Freeview is helping to boost the number of people tuning into digital and cable-only channels, which saw their combined share of viewing rising to almost 24% in the second quarter of this year (see Freeview Helps Boost Multi-Channel Viewing).

Granada: 020 7620 1620 www.granadamedia.com

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