ITV Sales Signs Deal To Put Yellow Pages On The Block
ITV has secured Yellow Pages to sponsor The Block, a new home improvement reality-TV show that follows four couples who have been given £250,000 to renovate a block of flats whilst under round-the-clock surveillance.
The show, which is being dubbed as a cross between Big Brother and Property Ladder, has been a massive hit in Australia. It became one of the country’s most successful programmes ever, with more than 4 million people tuning in to watch the finalé.
The sponsorship package, which is the latest in a long line of high-profile deals for the UK’s largest commercial broadcaster, includes ITV1, ITV2, online branding and a range of off-air marketing initiatives. The credits have been produced by AMV and the show is an RDF production.
Commenting on the deal, Ella Fletcher, senior sponsorship executive at ITV Sales, said: “ITV are delighted that Yellow Pages is fully exploiting their sponsorship of The Block. The format of the show lends itself perfectly to the nature Yellow Pages’ business, as the couples strive to manage their property problems and find DIY solutions.”
John Hayward, head of consumer communications at Yell, publisher of Yellow Pages, added: “The affinity between The Block and Yellow Pages has given us the perfect platform to reinforce our position as the UK’s definitive source of goods, services and all things DIY. This is demonstrated in the many creative and humorous bumper executions which create a seamless link between the content of the programme and Yellow Pages.”
Recent viewing figures from BARB show that ITV got off to a shaky start in 2004 with its audience share falling by 2.1% to 23.3% in the first six months of the year. However, the channel has been boosted by record viewing figures for its coverage of the Euro 2004 football championships (see 20.7 Million Watch England Lose Out To France).
ITV is also planning to increase ratings and win back jaded viewers by creating new versions of several classic drama series. The broadcaster recently confirmed its intention to remake Inspector Morse, Sharpe and Rumpole of the Bailey (see ITV To Rescue Ratings By Resurrecting Classics).
ITV: 020 7843 8000 www.itv.com
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