ITV signs up three new sponsors
In a deal with FremantleMedia Enterprises, shopping centre owner The Mall will sponsor the next series of the Talkback Thames-produced ITV1 show, All Star Family Fortunes.
Hosted by Vernon Kay, the first series averaged 5.4 million, peaking with 6.7 million viewers.
The Mall, established in 2002, owns and operates 23 Malls across the country, with over 4.5 million shoppers visiting a local Mall every week. The deal sees the company secure off-air rights enabling it to use the Family Fortunes brand for in-mall promotions, point of sale, merchandising and local advertising activities.
Gary Digby, ITV’s customer relations director, said: "We're delighted to bring The Mall on to prime time television for the first time. This is a significant endorsement in ITV and the power of television to enable new consumer brands to build their businesses through associations with relevant, powerful and mass market programmes and audiences. "
Mitsubishi Motors has also signed a new deal to sponsor Sir Trevor McDonald series Britain’s Favourite View and Robbie Coltrane’s B-Road Britain. The sponsorship deal includes broadcast, online and mobile interactive bumpers.
Leigh Alexander, sponsorship controller at ITV Customer Relations, said: "We are delighted to have Mitsubishi as sponsors of these two shows, both of which celebrate Britain’s unique and beautiful countryside and the people who live there.”
Elsewhere in ITV, the home page of online property Friends Reunited will now be solely sponsored by Douwe Egberts Instant coffee. Friends Reunited saw 250,000 new registrations in June and an increase of 14% in page views.
Colin Ramsay, head of online sales at ITV, said: "We are currently experiencing a boom in traffic to the Friends Reunited site – with users spending the longest ‘dwell’ time for over two years. We are delighted that Douwe Egberts is extending its relationship with ITV to Friends Reunited to reach their key target audience of young females. Their homepage takeover will create impact not delivered on this scale before."