ITV1 Secures Network Q For Millionaire Sponsorship
ITV has secured used car retailer Network Q as the new sponsor of Who Wants To Be A Millionaire on ITV1 and ITV2.
The deal will include all shows on ITV1 and ITV2 from March to December this year. The sponsorship will include break bumpers and credits.
The sponsorship deal was negotiated by Peter Mantern at Carlton Sponsorship for ITV and Andy Thornes at Initiative Media.
David Prosser, director of Sponsorship at Carlton, commented: “Who Wants To Be A Millionaire? will provide Network Q with the awareness building vehicle and the long-term premium programme association it is looking for. The deal demonstrates the faith of top brands in ITV prime time.”
Sponsorship has proved to be an extremely popular method of advertising on radio and television and its popularity shows little signs of abating.
However, it could be argued Who Wants To Be A Millionaire has changed its sponsor too many times, which may reduce the benefit of the association to the companies (see NewsLine Column: Is Sponsorship The Silver Lining?).
ITV: 020 7843 8000 www.itv.com
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