NEWS: Pounds 10m Coronation St tie-in with Cadbury sparks ITV conflict

ITV sales houses have clashed over Cadbury’s proposed sponsorship of Coronation Street, fearing they could lose out on valuable advertising revenue as a result of the biggest TV sponsorship deal.

ITV sales houses have clashed over Cadbury’s proposed sponsorship of

Coronation Street, fearing they could lose out on valuable advertising

revenue as a result of the biggest TV sponsorship deal.



A behind-the-scenes battle that strikes at the heart of sponsorship’s

value to broadcasters has been conducted over the past few weeks since

Cadbury declared its interest in sponsoring the flagship ITV brand.



Several ITV stations are understood to have been worried about losing

spot advertising revenue because some of the money for the sponsorship

deal - expected to cost Cadbury around pounds 10 million a year - is

likely to come from Cadbury’s spot ad budgets.



Although the sponsorship revenue will be divided fairly among the ITV

stations, some were concerned that it would not compensate them for loss

of airtime revenue.



One ITV sales chief admitted that balancing the relative sponsorship and

airtime revenues had caused some headaches. ‘If the sponsorship means

that we take less money overall, then it is not worth doing,’ he said.



Yet ITV insiders claim the deal is set to be signed within the week.



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