NEWS: Telegraph links up with ITV drama for sponsorship deal

The Daily Telegraph has become the first broadsheet newspaper to sponsor an ITV programme, putting its support behind a new series of Kavanagh QC.

The Daily Telegraph has become the first broadsheet newspaper to sponsor

an ITV programme, putting its support behind a new series of Kavanagh

QC.



The tabloids have sponsored ITV shows since the summer of 1993, but from

next Monday the Telegraph will join their ranks by sponsoring ITV’s new

six-part drama series, which stars John Thaw. The deal was negotiated

between Carlton UK Sales’ head of sponsorship, David Prosser, and Paul

Woolfenden, the promotions director of the Telegraph.



The sponsorship will be supported by a scratchcard game using characters

from the series, which will run in the paper and will be supported by

spot advertising.



‘Kavanagh QC is a drama of the highest quality and is set to attract a

good audience to match our own marketing plans,’ Woolfenden said.



Prosser said that the Telegraph’s decision to associate itself with ITV

is a boost for the channel. ‘The arrival of a broadsheet as a major

sponsor is a significant step for ITV sponsorship, and in particular for

ITV drama,’ he added.



In its first series, Kavanagh attracted an average audience of 13.5

million, taking more than 50 per cent of the audience.



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