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 ITV has begun the search for a new integrated sponsor for its flagship soap Coronation Street, following Cadbury's decision to terminate its contract.
The sponsorship becomes one of the hottest properties available on UK television. Cadbury has sponsored Coronation Street for more than ten years. The brand's well-loved credits helped reinforce Cadbury's position as the number one name in confectionery. It has also proved a successful marketing vehicle for several new product launches - but it has also helped ITV sell other sponsorship opportunities by acting as a standard bearer for the concept of TV sponsorship.
Cadbury will continue to use television spot advertising on ITV as a part of its marketing strategy.
The sponsorship package includes all episodes of Coronation Street on ITV1 and ITV2 as well as online, interactive, mobile opportunities, a new innovative broadband brand extension portfolio and opportunities for off-air licensing and merchandising. Coronation Street is the top rating programme on any channel this year*, drawing 11.1 million viewers (a 50.6% share). So far this year it has consistently attracted an average audience of 10.1m and a 47% share of viewing.
Gary Knight, Brand Partnerships Director at ITV, said: "This is an incredible sponsorship opportunity to be associated with one of Britain's biggest and best loved television properties. No other programme in the UK boasts a consistently high viewing share and audience that regularly hits 10 million. It's also a fantastic opportunity to explore innovative ways to fully exploit the sponsorship."
Cadbury Trebor Bassett Marketing Director Phil Rumbol commented, "Cadbury has had a wonderful ten year association with the programme but, like many of its famous characters, it's time to say goodbye to the Street. We initially signed a two year deal in 1996, so the fact we stayed for a decade shows our commitment. Although Cadbury feels it is time to redeploy our marketing spend elsewhere, we wish ITV well in its search for a new sponsor."
Gary Knight added: "ITV will continue to develop its already longstanding and mutually beneficial relationship with Cadbury."
* excluding the World Cup 2006. Source: BARB, Infosys; YTD = 1st Jan-15th Oct.; consolidated data.
E&OE
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