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.

This Morning: Holly Willoughby and Phillip Schofield co-host the ITV show

This Morning: Holly Willoughby and Phillip Schofield co-host the ITV show

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

X

You must log in to use Clip & Save

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Additional Information

Campaign Jobs

  • Campaign Marketing Manager EMAP Competitive + Bonus, London (Greater) / London (East), London (Greater)
  • Exhibition Designers WRG Live Competitive salary and benefits package dependant upon experience, Manchester, Greater Manchester
  • Producer WRG Live Competitve salary and benefits package dependent upon experience, London (Central), London (Greater) / Manchester, Greater Manchester
  • Content Manager WRG Live Competitive salary and benefits package, Manchester, Greater Manchester
  • SEO Account Manager - Content Ultimate Asset £30000 - £35000 per annum + Amazing Benefits, London