ITV secures This Morning sofa product placement from DFS
By Daniel Farey-Jones, campaignlive.co.uk, Wednesday, 02 January 2013 10:30AM
ITV has agreed the third product-placement deal for daytime show 'This Morning', with DFS providing sofas for the set for a year from today.
The sofas will not be DFS-branded and the placement will be advertised on air only once, with a message shown on-screen during today’s show.
The deal is understood to be worth a low six-figure sum and was brokered by DFS’ media agency MediaCom’s Beyond Advertising division.
It includes an off-air licensing agreement allowing DFS to use the ‘This Morning’ logo in-store and online and a dedicated area of ITV.com showcasing the partnership, DFS product ranges and competitions.
‘This Morning’ secured the first product placement deal in UK commercial television history in February 2011, after media regulator Ofcom liberalised rules. Nestle coffee brand Dolce Gusto paid a sum believed to be £100,000 to have its coffee machine placed in the kitchen, which was arranged by Mindshare.
While the Dolce Gusto deal has lapsed, a second deal was agreed in September 2012 by ZenithOptimedia branded content agency Newcast for B&Q to supply the kitchen for the programme for two years.
ITV’s other PP deals include a Nationwide cash machine in ‘Coronation Street’ and Samsung technology in ‘The X Factor’.
This article was first published on campaignlive.co.uk
- Deputy Creative Director - Integrated/shopper agency The Industry Club London Ltd £75,000, London (Greater)
- MARKETING MANAGER - Fashion Success Digital negotiable, London (Central), London (Greater)
- Digital Planning Account Director Aspire £50000.00 - £70000.00 per annum, London (Central), London (Greater)
- PR Senior Account Executive fishtank £20000 - £23000 per annum, South West England / Bristol, City of Bristol
- Affiliate Account Director Dot-Gap £35k, London (Central), London (Greater)
- Bloomberg appoints Matt Teeman as commercial director EMEA
- Virgin Holidays launches digital Caribbean push
- Samsung celebrates Prince George's birthday
- BBC to end exclusive Red Bee Media production deal
- Captain Morgan Facebook ad banned for suggesting alcohol conquers boredom
- Happy birthday Mr Ad Server: the future of RTB