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