Sainsbury's to sponsor Christmas programming on UKTV
Supermarket brand Sainsbury's has signed a six-figure deal to promote its Christmas range and sponsor more than 2,000 hours of programming across the UKTV portfolio of channels.
The deal, negotiated by Omnicom branded content division Drum PHD and the Virgin Media-owned sales house Ids, starts today and will run until 31 December across eight UKTV channels, including Dave and Alibi.
Included in the deal are programmes such as 'The Royle Family', 'Only Fools and Horses', 'Gavin & Stacey', 'My Family', 'Extreme Makeover Home Edition', 'Dragon's Den', 'Amazing Planet' and 'Antiques Roadshow'.
Sainsbury's will also be the channel sponsor, including branded channel idents, menu boards and promotional trails, of pay-TV channels Gold and Watch over the deal period.
Creative for the sponsorship is by Abbot Mead Vickers BBDO and will feature fifteen separate idents focusing on different Sainsbury's Christmas products or "hero lines".
Natalie Dunn, brand advertising manager at Sainsbury's, said: "This partnership enables us to position ourselves around classic Christmas programming in a fiercely competitive period for retailer advertisers."
The Sainsbury's deal is the final major TV sponsorship to be sold through Ids before the sales house closes at the end of the year. The UKTV sales contract will move to Channel 4 and Sky Media will takes over the sales for the old Virgin Media Television channels.
UKTV is a joint venture between BBC Worldwide, the commercial arm of the BBC, and Virgin Media.
This article was first published on mediaweek.co.uk
- Senior copywriter story uk limited Negotiable depending on experience, Edinburgh
- Senior Marketing Manager Cutis Developments £50,000 - £60,000 per annum , Victoria, London (Greater)
- Media Planner / Buyer - DRTV & Brand Response TV ADLIB £24k - £28k + Bonus, North Somerset
- Content Manager Mortimer Spinks £22000 - £29000 per annum + + Excellent Benefits , Rugby
- Senior Integrated Project Manager Premier Media £45000 - £65000 per annum + Benefits, London
- Daily Mirror publishes its own tits on Page 3
- 'This girl can' tops Campaign Viral Chart
- John Brown Media appoints Rebekah Billingsley to head of digital and content strategy role
- 'You don't have to explain yourself if you are getting the job done,' says Tracy De Groose on work and motherhood
- Publicis Groupe extends deadline for Sapient deal again
- Lidstone exits Havas amid restructure