CU gets hot response to ITV branding

Three times the number of anticipated calls were received in response to Commercial Union’s London’s Burning sponsorship, Granada/LWT has revealed.

It is the first time a response number has been included on-air as part of a TV sponsorship.

As well as sponsorship credits, CU branding is shown at the end of each episode inviting viewers to dial a freephone number for fire prevention information.

In week one, 9,000 calls were received within 12 hours of the episode’s transmission – three times the number expected, according to Granada/LWT sponsorship manager Martin Lowde. In the second week, 4,600 calls were received in the London area alone. And after the third episode 5,500 calls came in.

CU branding will appear on future London’s Burning merchandise.

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