Sponsorship guidelines

When the Ofcom Broadcasting Code came into effect on 25th July 2005, it introduced changes to the formats that ITV’s Sponsorship team can offer its customers. These guidance notes reflect only the views of ITV and its interpretation of the Code. They are designed to act as a practical, day-to-day, working template for all sponsorship positions which ITV enters into with its customers.

The Code means that since 1 January 2006, ITV has been able to offer all its customers the following standard ‘running length’ formats:

Opening break:                        15 seconds
Centre break out of show:         10 seconds
Centre break into show:            10 seconds
End break:                               5 seconds

When the Broadcasting Code was introduced, Gary Knight, Head of Sponsorship & Branded Content at ITV Commercial, said: "ITV welcomes the tone of the new Code, which has liberalised many of the elements contained within the old Code. The increased length of sponsorship credits will encourage creativity to the genre and allow clients to enjoy a ‘richer’ programme relationship. The ability to deliver all-encompassing viewer franchises remains our top priority, and the new ident lengths create a happy medium."

For more information on the Broadcasting Code as it relates to sponsorship, click here.

Guidance on logos
Click on the document (right) to download a guide to providing your logo to ITV in the best format for inclusion in on-air graphics.