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.