Cadbury was this week poised to agree in principle to close the biggest-
ever ITV sponsorship deal as sponsor of ITV’s flagship soap, Coronation
Final details of the deal are still being ironed out, but ITV, Cadbury
and its media buying company, TMD Carat, have reached agreement about
the association after weeks of negotiation over the price of the deal
and the off-screen promotional opportunities.
Cadbury is understood to be paying around pounds 10 million for the
rights to link its name with the Granada-produced show, but a
significant part of the deal will be Cadbury’s access to the programme’s
characters and names off-screen.
With the on-screen deal virtually completed, Cadbury is now in talks
with Granada TV’s sales house, Laser Sales, about how to make the
sponsorship work harder off-screen. Granada’s other assets are also
likely to be included in the package.