Siemens backs Ant & Dec show

Siemens mobile is to sponsor Ant and Dec’s new ITV1 prime-time entertainment show, Saturday Night Takeaway, in a deal worth about &£600,000.

The deal, which was put together by sponsorship agency Connexus and Granada Enterprises, includes broadcast sponsorship of the shows on ITV1 from June 8 plus additional coverage on ITV2. Siemens mobile will also sponsor online activity on the programme’s website, itv.com/takeaway, SMS text-ing and a competition phone line. McCann-Erickson, Siemens’ advertising agency, is creating the sponsorship credits and break bumpers.

The format of the show is a first for British television. The winner of the show will have the chance to win items advertised during commercial breaks shown over the previous week on ITV1. It is understood that ITV1 consulted the Independent Tele-vision Commission to ensure the show complied with the commiss-ion’s programme code, which states that “no undue prominence may be given in any programme to a commercial product or service”.

Siemens mobile public relations and advertising manager Simon Robinson says: “This is a great opportunity for Siemens mobile to further build brand awareness among our target market.”

The company will also use the sponsorship to support the launch of its M50 handset, which goes on sale in July.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here