The three-year deal, which is understood to be in the region of £30m, will see the comparison site partner with the Manchester-based soap in broadcast indents, online, on mobile and with other licensing elements.
ZenithOptimedia’s sponsorship and content division Newcast and ITV Commercial negotiated the partnership. The new idents, featuring Comparethemeerkat’s long-running meerkat brand ambassador, are to be made by the company’s creative agency VCCP.
Paul Galligan, managing director of Comparethemarket.com says: “Coronation Street is one of Britain’s most entertaining and best loved TV shows and so we are delighted to be partnering with such a prestigious programme. We will be working closely with ITV to ensure this is a model partnership, utilising both on and off-air opportunities to take our brands to customers in new and exciting ways.”
Harveys is ending its five-year deal with Coronation Street in November.
ITV1 has also signed a product placement deal for sister soap Emmerdale this month as the broadcaster increasingly looks to monetise its programming and rely less on traditional advertising.