'Coronation Street', Nationwide product placement deal renewed

Coronation Street's product placement contract with Nationwide has been renewed for another year, it has been announced.

A Nationwide cashpoint has been present at Dev Alahan's corner shop since November in a deal between the building society and ITV. The arrangement will now continue for at least another 12 months.

The initial deal has been hailed as a success as research showed that seven out of ten viewers were able to correctly recall the Nationwide brand the day after watching Coronation Street.

Nationwide's marketing director Andy McQueen told Campaign Live: "Nationwide Building Society is pleased about the initial results of this product placement, and is happy to extend the relationship.

"It is really exciting to be in the vanguard of the product placement industry in the UK."

Coronation Street became the UK's first primetime show to include product placement when the Nationwide machine appeared last year.

Media regulator Ofcom gave the green light for product placement in December 2010.

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