ITV Sales Bags Flagship Sponsor For This Morning

ITV has signed up Pedigree, the Masterfoods petfood brand, to sponsor its flagship daytime magazine show, This Morning, in a deal that includes an extensive interactive element.

As well as broadcast sponsorship on ITV1, the fully integrated package will see This Morning‘s red button application feature branded banners and a specially designed Pedigree section with an interactive quiz based on recent campaigns.

The deal, which was negotiated by Tim Brady at Alliance and Mark Rosenegk at ITV Sales, also includes online sponsorship at www.itv.com/thismorning and a range of off-air licensing activity. Credits will be produced by TBWA & BBC Worldwide.

Mark Rosenegk, sponsorship manager at ITV Sales, said: “This Morning is our flagship daytime show and it is fantastic to go into partnership with a brand leader. The complementary benefits to both brands will ensure this is a valuable piece of communication.”

This Morning has long been the jewell in ITV’s daytime crown and the latest figures from BARB show the new series has so far averaged 1.1 million viewers and a 27% share of the available audience. The daily lifestyle offering is also performing well with its key demographics and has so far delivered a 33% share of Women viewing and a 30% share for Women 16 to 34s.

Last month ITV secured independent tour operator James Villas as the exclusive sponsor of the fourth run of daytime chat show Today With Des and Mel. The deal includes full broadcast sponsorship of the line show on ITV1, night-time repeats and a range of specially branded promotional trailers (see Today With Des And Mel Secures Broadcast Sponsor).

ITV: 020 7843 8000 www.itv.com

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