Channel 5 negotiates deal with Crown Paints

Channel 5 has secured a sponsorship deal with Crown Paints in which the paint manufacturer will sponsor an entire series of DIY programme House Doctor.

Channel 5 has secured a sponsorship deal with Crown Paints in which

the paint manufacturer will sponsor an entire series of DIY programme

House Doctor.



Crown Paints has signed up to a 20-week package that will run over two

ten-week slots starting at the beginning of May and again in September.

Channel 5 will broadcast traditional sponsorship credits and bumpers

around the programme.



The broadcaster declined to put a value on the sponsorship deal.



The package was negotiated by Channel 5’s regional sales manager Chrisy

Dawson and Mick Style, director at CIA Media Solutions. The creative for

the sponsorship visuals is being put together by advertising agency BDH

TBWA Manchester.



Dawson said: ’House Doctor sits very comfortably with Crown Paints and

the synergy between the programme and the sponsorship production is

perfect. The AB1 adult audience that the programme attracts mirrors

Crown Paint’s target audience.’



The sponsorship deal follows the Ideal Home Exhibition, where Channel

5’s House Doctor stand - which offered competitions for DIY lovers - was

sponsored by Crown Paints.



House Doctor’s success is such that Channel 5 has commissioned a third

series of the programme. It has also extended its run to 20-weeks for

the first time.



Dawson said: ’The station is increasing the broadcast time on programmes

such as House Doctor that appeal to an AB1 audience.’



The House Doctor deal is the first broadcast sponsorship agreement

between Crown Paints and Channel 5.