UKTV and Find My Past in product placement first

UKTV has signed what it claims is the first ever product placement and advertiser funded programming (AFP) deal for a factual series with family history site findmypast.co.uk.

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The “seven figure” deal will see a new branded genealogy programme, Find My Past, appear on Yesterday from October.

The findmypast.co.uk website will feature in front of screen exposure in each episode, as three members of the public use the service to connect themselves to well-known historical events such as the sinking of the Titanic and the evacuation of Dunkirk.

UKTV’s head of commercial partnerships Sally Quick says the programme is Yesterday’s highest volume commission to date. Findmypast.co.uk has sponsored the channel since July last year.

Quick adds: “Our strategy is to integrate further product placement deals with AFP as this combination is more effective and provides bigger clout. UKTV is very much open for business in this area.”

The programme will be supported with an above the line marketing campaign, a dedicated microsite and unique content on findmypast.co.uk.

Yesterday has a 0.7% share of the British television market and reaches an average 5.4 million viewers a week, according to industry research board BARB.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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