Comet signs up to Who Wants To Be A Millionaire?

Electricals retailer Comet is to sponsor ITV1 game show Who Wants to be a Millionaire?, hosted by Chris Tarrant.

who wants to be a millionaire?

The comical clips feature Comet staff in stores answering product and service related questions posed by customers, with the strap line ‘Whatever the question – Comet, Sponsors of Who Wants To Be A Millionaire?’

The deal is Comet’s first major TV sponsorship. It was negotiated by ZenithOptimedia and will run from 1 September to 3 November and includes a 15 second pre-roll, 10-second break bumpers and a 5-second bumper end.

Bill Moir, head of marketing at Comet says: “The sponsorship is the perfect platform for us to demonstrate our staff’s expert knowledge to our customers.”

The idents were created by advertising agency Addiction London.

Online search engine Ask Jeeves sponsored the prime-time show for nine-weeks from 13 June as part of a marketing push after reviving its butler character three years after ditching the brand icon .

ITV recently posted losses of £105m and a 15% drop in ad revenue in the first half of the year. Industry observers are now suggesting ad revenues may start to pick up in the autumn.

Latest from Marketing Week


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


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.


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.


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

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