Viking River Cruises to be the new sponsor of ITV1's Mystery Drama package

ITV Commercial has announced that Viking River Cruises, the world's leading river cruise line, will be the new sponsor of ITV1's Mystery Drama package.

The integrated sponsorship package includes broadcast, online and mobile, and was negotiated by ITV Commercial and SPP Media on behalf of Viking River Cruises. The sponsorship kicks off on 1st January, 2013, and the idents have been created by Addiction.

The package includes an array of programmes including familiar faces such as Marple and northern based crime drama Scott & Bailey, which last series averaged 6.9 million viewers and 24% share of the audience. New formats will also be included in the package including the upcoming series Broadchurch, starring David Tennant, Olivia Colman and Vicky McClure, and a full series of the popular Endeavour (see below), of which the one-off episode averaged 8.2 million viewers and a 30% share of the audience earlier this year.

Kate Glover, Account Sales Manager at ITV, said: "Following the success of Viking River Cruises sponsorship on ITV3, we are delighted to have them on board for ITV1's Mystery Drama package.

"We look forward to working with them to build upon their established presence across ITV's platforms and bring the brand to a wider audience".

Wendy Atkin-Smith, Managing Director, Viking River Cruises UK, said: "We have been extremely pleased with our ITV3 relationship and we are now thrilled to be sponsoring ITV Mystery Drama. Not only does this partnership provide us with the opportunity to really showcase all aspects of our fantastic product, but it also enables us to do so to a new and even larger audience".

Leigh Alexander, Director of SPP Media, said: "We are delighted to launch this sponsorship in partnership with ITV and Viking River Cruises. The ITV Mystery Drama package offers a perfect opportunity for Viking River Cruises, with aspirations to make the brand a household name in 2013.

"Next year will be an exciting year for Viking and this partnership will help to grow the brand amongst new audiences".