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Friday, 3 Sep 2010

Inside ITV

My ITV

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Emmerdale – a great sponsorship opportunity

9th March 2009

ITV Commercial is looking for a new sponsor for its five-nights-a-week soap, Emmerdale.

Emmerdale is a BAFTA award-winning programme and is watched by an average of nearly 7m viewers five times a week, making it one of the most popular and best-loved shows on British television. This year, Emmerdale is glistening with glamour as sexy new couple Natasha (Amanda Donohoe) and Mark Wylde (Maxwell Caulfield) have arrived in the village.

The package includes broadcast sponsorship on ITV1, ITV2 and ITV3, online sponsorship of www.itv.com/emmerdale, interactive sponsorship, mobile sponsorship, mobile interactive bumpers, branding on ITV’s marketing, and off-screen licensing.

The incumbent sponsor, Reckitt Benckiser, has enjoyed a highly successful sponsorship of Emmerdale for nearly four years, activating the deal across all available platforms.

Gary Knight, Sponsorship, Content Partnerships & Interactive Sales Director, said: "Emmerdale remains one of the jewels in ITV’s crown. The sponsorship package consistently delivers nearly 7m viewers five times a week as well as outstanding additional value across ITV’s multi-platforms."

He continued: "Reckitt Benckiser remains one of our largest advertisers and we will continue to activate our successful partnership across all platforms."

Phil Thomas, Marketing Director for Reckitt Benckiser, said: "Our sponsorship of Emmerdale has proved a highly effective marketing tool, delivering significant awareness (82%) of the Air Wick brand among viewers. ITV remains a key partner for Reckitt Benckiser, and a shift of strategy on the Air Wick brand will see budgets redeployed into other activities, including spot advertising."