ITV Sales has signed up PZ Cussons Imperial Leather to sponsor the fourth series of Ant & Dec’s Saturday Night Takeaway when it returns to television this autumn.
The seven-figure deal includes sponsorship of broadcasts on ITV1 and ITV2, SMS alerts, the show’s premium-rate telephone service and the programme microsite as well as branded trailers and off-air licensing activity.
The deal was negotiated by Steven Gregory at Central Food, the broadcast team at Mediaedge:CIA Manchester and Ella Fletcher at ITV Sales. Sponsorship creative work will be produced by BDH/TBWA.
PZ Cussons UK commercial director Neill Craigie says of the sponsorship: “It is a perfect fit between the show’s winning formula for a fun-filled Saturday night and the feel-good family values of Imperial Leather.”
The last series of Ant & Dec’s Saturday Night Takeaway attracted an average audience of 7.8 million – a 37 per cent share of viewing – over six episodes. ITV hopes the new series will boost its new autumn Saturday night line-up – including The X Factor and Parkinson – which failed to beat BBC1’s National Lottery: In it to Win it, Test the Nation and BBC News last weekend.