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Trading T&Cs

Britain's Got Talent 2021

Britain's Got Talent, the nation's well loved and highly anticipated talent show is returning to our screens for an exciting new series in 2021!

Britain’s Got Talent does more than entertain, it reflects and shapes British culture. You never quite know where you’re going to go next and it’s guaranteed to keep you on the edge of your seat! This year, the talent was varied as always, with fresh faces and acts, that delighted the whole family. This is the show of 2021 that guarantees to get the nation talking!

70% The latest series saw 70% increase seen in speed of positive brand association

84% 84% of viewers of this year's series was watched live, the perfect opportunity for brands who wants to connect and talk directly to families and purchase decision makers.

Talent The relationship audiences have with talent creates instant appeal and trust which a brand can tap into.

Partnership Package Details



  • ITV, ITV+1, ITV HD and STV, STV+1 & STV HD
  • Auditions: 8 x 75 min episodes
  • Live Semi Final Week: 5 x 120 min episodes
  • The Final: 1 x 150 min episode
  • Weekend and weekday peak
  • Q2 2021

Broadcast & Catch Up

On air sponsorship idents:        

  • 100” per 75 min episode
  • 140” per 120 min episode
  • 180” per 150 min episode
  • 15” intro ident
  • 10” either side of each centre break
  • 5” closing ident
  • Sponsor logo on broadcast promos longer than 10sec, if used

Catch up and online idents:

  • 5" sponsor bumpers on all BGT editorial short form content available on itv.com/bgt and stv.com
  • 10” bumpers around free programme catch-up content on the ITV Hub & STV Player websites, mobile apps and connected TVs (excluding Virgin and Sky).

Digital & app

  • Sponsor button on itv.com/bgt
  • 25% share-of-voice for display ad impressions (MPU & leaderboard) on itv.com/bgt
  • Sponsorship of the official mobile app, including sponsor logo on splash screen and logo on the app header
  • In-app voting partner, with interactive ad format, including 1 x production
  • In-app placements

STV package

  • Sponsor button on stv.com/bgt

  • 25% share-of-voice for display ad impressions (MPU & leaderboard) on stv.com/bgt


Partnership Package Details



  • ITV3 Late Peak
  • Sponsorship of all shows on ITV3 from 2100 until at least midnight (subject to exclusions) 
  • Every night of the week
  • For 12 months, starting Q1 2021

Broadcast & Catch Up

On air sponsorship idents:        

  • 80" accreditation per hour
  • 15” intro
  •  5” closing ident
  •  2 x 10" break idents
  • Minimum 900 hours programming across 12 months

Rights to the Package

  • Rights to use partnership name, logo and key assets in marketing comms across platforms including:
  • PR and internal comms
  • Social media and online
  • Experiential and events
  • ECRM and direct marketing
  • In competitions hosted on sponsor internal or external platforms
  • Creation of bespoke co-branded logo for use in marketing comms
  • Provision of 2 x prize packages for use in competitions
  • All subject to approval


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