Nationwide to feature in Coronation Street

ITV has signed its first product placement deal for a peak-time show with an agreement between Coronation Street and Nationwide Building Society.

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The green light for product placement was given by Ofcom in February but as yet there has not been an overwhelming take up – partly due to tight guidelines that prevent alcohol, tobacco and foods high in fat, salt and sugar being featured and the kind of shows that can be used as vehicles.

The tie-up with Coronation Street will see Nationwide branded ATM within “Dev’s shop” and a branded swing board outside. The four month initiative begins on 14 November.

Nationwide launched its “On your side” integrated branding campaign last month.

The deal was brokered by MPG Contacts. Nick Price, head of content at the agency, says that he believes the deal “will be the tipping point for a wave of new product placement deals over the coming year”.

Read this article featuring exclusive research on viewer attitude to product placement

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