Trading T&Cs

In For A Penny

In For a Penny, the new game show which has taken the nation by a storm, is returning to our screens in 2020 for an exciting second series! Originally existing as a format within Ant & Dec's Saturday Night Takeaway, it has gone from strength to strength since becoming an independent show and landing its very own primetime slot within the schedule.

Hosted by familiar and well-loved Stephen Mulhern, In For a Penny is the perfect opportunity for brands looking to reach the entire family in a co-viewing environment, including the key purchase decision makers of the family.

26% Predicted 1+ coverage for Women

13m Individuals are predicted to see the sponsorship at least once

7 Is the number of times the sponsorship will be seen by Hwch on average

Partnership Package Details


  • ITV, ITV+1, ITV HD and STV, STV+1 & STV HD    
  • 7 x 30 min    
  • Saturday peak    
  • Q2 2020

Broadcast & Catch Up

On air sponsorship idents:    

  • 40” per 30 min episode    
  • 15” intro    
  • 10” either side of each centre break
  •  5” closing ident

Catch-up & online idents:

  • 5” bumpers around free programme catch-up content on the ITV Hub and STV Player websites, mobile apps, and connected TVs (excluding Virgin and Sky).    
  • Sponsor logo on broadcast promos longer than 10sec, if used


  • Rights to use programme IP across the client’s platforms including social media, online and point of sale
  •  Rights to run competitions linked to the programme IP across the client’s platforms

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Discover what the leading
commercial broadcaster in the
UK can do for your business

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