Crown Paints has signed its first TV sponsorship deal, with Channel 5’s home-makeover programme House Doctor. Under the deal, Crown Paints will pay House Doctor an undisclosed sum. In return, the paint brand will feature in the programme’s title sequences and break bumpers, created by BDH Communications.
It will also feature in a booklet accompanying the series. House Doctor centres on Ann Maurice, a San Francisco-based interior designer, who is hired to transform houses that are proving slow to sell. A Crown Paints spokeswoman says the company has chosen House Doctor because both companies share the same target market.
The average audience per episode of the programme is 1.18 million adults, 62 per cent of whom are female, 47 per cent ABC1 and 58 per cent in the 25- to 54 age group. House Doctor returns for its third series on May 9 and will run for 20 weeks at 8.30pm on Tuesdays. The deal was put together by CIA Media Solutions, together with Channel 5.