ITV Puts Sure To The Test With Daytime Sponsorship

ITV has secured Lever Fabergé’s Sure deodorant brand as the six-figure broadcast sponsor of its new daytime show, The Test, which launches on the network later this month.

The 30-minute show, presented by psychologist Jeremy Milnes, will air each weekday from 19 July in an attempt to cure people of their fears. The fact that phobias often make people sweat provides a link to Sure’s antiperspirant properties.

Each programme will focus on individuals whose lives have been blighted by their various fears, such as claustrophobia, agoraphobia and vertigo. A panel of experts will try to cure them so that they can lead normal lives.

The deal, which marks Sure’s first foray into television sponsorship, was negotiated by Debbie Grant at Unilever’s sponsorship agency MGA Broadcasting and Steve Hunt at ITV Sales. Credits are being created be produced by Lowe & Partners.

ITV Sales has secured a number of high-profile sponsorship deals over the last few months. The most recent saw snack food brand Ginsters become the exclusive broadcast sponsor of ITV1’s new Saturday night entertainment programme, Simply The Best, which launches later this summer (see ITV Gives Ginsters Slice Of New Entertainment Show).

The increasing popularity of sponsorship and promotions recently prompted BARB to launch a new reporting system capable of measuring the sponsorship of television programmes. The new tracking system was unveiled on a test basis last month, with the intention of going fully operational in the autumn (see BARB Begins Roll-Out Of Sponsorship Tracking System).

ITV: 020 7843 8000 www.itv.com

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