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In For a Penny S3 2021

In For a Penny, the spin off game show which has taken the nation by a storm, is returning to our screens in 2021 for an exciting third series!

Hosted by familiar and well-loved Stephen Mulhern, In For a Penny is the perfect opportunity for brands wanting to align with a well loved Saturday night entertainment show and a large family audience.

56% In For a Penny appeals to the entire family, with 56% of viewing taking place in a co-viewing environment.

94% of viewing happening live.

1m With over 1m followers across his social media accounts, his loyal fanbase makes In For a Penny the perfect partner for brands looking to increase trust and brand warmth.

Partnership Package Details

Broadcast & Catch Up

On air sponsorship idents:        

  • 40” per 30 min episode
  • 15” opening ident
  • 10” centre break idents    
  •  5” closing ident

Catch-up & online idents:       

  •  10” bumpers around free programme catch-up content on the ITV Hub & STV Player websites, mobile apps and connected TVs (excludes any paid-for content and non-ITV/STV platforms, eg. PlayStation, Virgin, Sky)
  • Sponsor logo on broadcast promos longer than 10sec, if used



Brand assets:

  • Show logo (the 'penny' version)
  • Show format points
  • Show games


  • Right to use the IFAP IP across sponsor's idents/bumpers, own website, social channels (including paid social) and point of sale 
  • Rights to run competitions targeting consumers, employee and trade
  • Rights to use IP in consumer & trade PR and CRM


  • ITV, ITV+1, ITV HD and STV, STV+1 & STV HD    
  • Q2 2021
  • 7 x 30 min episodes
  • Weekend early peak

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