Pedigree Masterfoods is to sponsor ITV’s new peaktime series Mad About Pets, hosted by former Blue Peter presenter John Noakes. The first five shows will feature Whiskas credits, created by in-house team Mars Production, showing cats bonding with their owners. The remaining five shows will carry Pal credits created by Mars agency DMB&B. The series, which starts on Friday, looks at why we are a nation of animal-lovers and the odd things that pets do, and will include pet care advice and sessions with a pet psychic. The deal was negotiated by Pedigree Masterfood’s media agency Zenith and Granada Media.