Iceland signs “I’m a celebrity….” deal

Iceland has signed up to continue its four-year long sponsorship of hit ITV show “I’m a Celebrity…..Get Me Out of Here” for a further two years.

“I’m a Celebrity…..Get Me Out of Here”
“I’m a Celebrity…..Get Me Out of Here”

The deal includes sponsorship branding for the show’s ninth series across ITV1 and ITV2 TV channels, in addition to online and mobile activity.

The show returns in the autumn. The last series attracted an average ITV1 audience of 8.8m viewers and a 35% share of total audience, and peaked at a 10.2m audience and 40% share.

Iceland has enjoyed a sales resurgence during the recession as shoppers seek to cut back on food bills. Earlier this month the frozen food retailer Iceland reported its sales increased 16% last year.

Iceland marketing director Nick Canning says is customers are “big fans” of the show. “The sponsorship is a great multi-channel marketing opportunity for us and is the perfect partner to our Christmas advertising campaign.”

The deal was negotiated for Iceland by Mediacom.

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