Granada Secures Network Q For Extended Millionaire Deal
Granada Enterprises has announced that Network Q is extending its sponsorship of ITV’s flagship quiz show Who Wants To Be A Millionaire, with the launch of a free game on the programme’s website.
The online sponsorship will include homepage branding at www.millionairetv.com and a dedicated area to promote the benefits of purchasing used cars from Network Q.
At the end of each instalment of the quiz consumers will also be given a list of possible things they could spend their winnings on. They will be able to access a description of as range of cars and a link through to the Network Q website.
Commenting on the campaign, Colin Ramsay, head of online sales at Granada Enterprises, said: “The deal is an extension of the broadcast sponsorship and allows Network Q to engage directly with their target audience and potential customers, giving Network Q an increased online presence.”
Meanwhile, Toyota has pulled out of its sponsorship of ITV’s Formula One coverage half way through its four-year deal, leaving the broadcaster less than six months to find a new sponsor. It is believed that the car manufacturer is to shift its budget out of sponsorship into general brand advertising.
Paul Philpott, commercial director of Toyota UK, commented: “We are delighted that our broadcast sponsorship proved so effective. The regular idents succeeded in firmly establishing Toyota’s F1 involvement with TB audiences.”
Next season’s Formula One package will include sponsorship of all qualifying and race programmes as well as highlights programmes. It also covers a number of major off-screen promotions and viewer competitions.
Earlier this month Granada Enterprises secured British Airways to sponsor a specially designed online rugby game to highlight the group’s sponsorship of the tournament (see ITV Teams With British Airways For Rugby World Cup).
Granada: 020 7396 6000 www.granadaenterprises.com
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