Emmerdale and Yorkshire strike product placement deal

ITV’s long-running soap Emmerdale is to house its first paid-for product placement after striking a deal with tourism board Welcome to Yorkshire.


Welcome to Yorkshire marketing assets including posters, stickers and leaflets will feature in “contextually relevant” places around Emmerdale village – such as the local pub (pictured) – from 3 July until the new year.

The tourism body says it chose Emmerdale, which is set in Yorkshire, because the programme was a “great brand fit” and attracts an average audience of more than 7 million viewers per episode.

Financial details of the deal, negotiated by Carat, were not disclosed.

Fellow ITV1 soap Coronation Street also has a long-term product placement deal currently running. A Nationwide ATM has been placed in the character Dev’s shop since October, which ITV says has resulted in a spike in brand awareness for the building society.

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