Pedigree to sponsor ITV1’s This Morning

Pedigree is to sponsor ITV1’s daily lifestyle magazine show This Morning, which is presented by Philip Schofield and Fern Britton.

The Masterfoods pet food brand will sponsor the show and its interactive service, which can be accessed during the programme through red button application. The show’s interactive service will have a Pedigree banner and will eventually include a customised Pedigree section, featuring an interactive quiz based on the brand’s latest advertising campaigns.

In addition, Pedigree is also sponsoring This Morning’s website – – and is to undertake some off-air licensing activity.

The deal was negotiated by Tim Brady, managing director of Alliance, part of Zenith Optimedia, and Mark Rosenegk, sponsor manager at ITV Sales. Rosenegk says: “This Morning is our flagship daytime show and it is fantastic to partner a brand leader.” The credits will be produced by TBWA/London and BBC Worldwide.

Since the start of its new series, This Morning has averaged an audience figure of 1.1 million and a 27 per cent share of viewing, and has peaked with a 30 per cent share of viewing and an audience of 1.2 million. Learn Direct has sponsored the programme in the past.

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