The prime time Channel 4 programme stream includes The Supervet, which sees Noel Fitzpatrick back on air from and features Petplan's new 'Superpet' sponsorship advertising.

The sponsorship aims to demonstrates Petplan's continued commitment to investing in TV media, says the company, resulting in the brand being the most recognised pet insurance brand by pet owners.

James Barnes, Head of Sales and Partnerships at Petplan, commented: "Partnering with Pets on 4 is a great opportunity to further enhance Petplan's position as the most recognised pet insurance brand in the UK.

"Pet owners are far more likely to buy insurance from a brand that they recognise and trust, making it easier for our veterinary partners to increase the number of insured clients in their practice".