ITV Secures Teletext To Sponsor New Holiday Programme
ITV has secured Teletext as the exclusive broadcast sponsor of its new How To Holiday travel programme, which begins its twelve week run next month.
The programme, which replaces Wish You Were Here, will feature a different destination each week with hosts, Jenni Falconer and Dominic Littlewood, parting company to experience two very different types of holiday.
The sponsorship will see Teletext Holidays receive a fifteen second open credit, two 5-second break bumpers and a 10-second closing credit at the end of each show. The deal was put together by Vizeum’s Daliah Epstein and Carlton’s Peter Manten.
Commenting on the agreement, Teletext’s marketing director, Marc Bell, said: “This sponsorship will assist us in stretching our brand into the early booking market through reaching a wide audience of people during the advance summer holiday booking months of February to May.”
Peter Manten added: “We are delighted to welcome Teletext Holidays on board as sponsors of such a fitting series as How to Holiday. This provides a platform for Teletext Holidays to associate themselves with an ITV programme that influences people’s lifestyle.”
The exact transmission time of the new How To Holiday series has not yet been confirmed, but it is understood the show will replace Wish You Were Here in the early evening slot.
The latest viewing figures from BARB show that ITV1’s Wish You Were Here attracted an audience of more than 8 million at the start of 2001. However, ratings for the show had slumped to around the 4 million mark by summer 2003.
Earlier this week Carlton secured Walkers Snacks as the broadcast sponsor of ITV1’s new Saturday morning children’s entertainment programme, Ministry Of Mayhem, which aired for the first time last weekend (see ITV Secures Monster Sponsor For New Saturday Show).
ITV: 020 7843 8000 www.itv.com
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