Granada Secures Barclays For South Bank Show Sponsorship

Granada Enterprises has secured Barclays as the six-figure sponsor of ITV1’s South Bank Show.

The deal, which begins later this month, was created and negotiated on behalf of Barclays by Starcom Motive. It will incorporate broadcast sponsorship of the highbrow arts programme into 2004, as well as heavy branding at the annual South Bank Show awards.

Mark Rosenegk, sponsorship manager at Granada Enterprises, commented: “The South Bank Show is ITV1’s flagship arts programme thriving on its tireless promotion of quality and excellence in both a classic and contemporary style. Through association Barclays Private Banking will benefit with a brand reflecting the same core values as its own and vice versa.”

The South Bank Show, which first appeared on ITV in the late seventies, has seen audiences fluctuate over the past three years. Viewing figures reached 2.5 million in late 2000, but then dropped below the million mark for a large part of last year. However, the show recently experienced something of a resurgence with reinvigorated programming designed to appeal to a wider audience base.

Earlier this week Granada’s proposed merger partner, Carlton, secured a deal with NTL to promote its range of telephone and internet services with a range of specially targeted regional ads (see Carlton Secures NTL For Regional Ad Campaign).

Granada: 020 7620 1620 www.granadamedia.com

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