Cadbury renews pounds 10m ad-break deal for Corrie

Cadbury has decided to extend its sponsorship of ITV’s Coronation Street for two more years - taking the pounds 10m-per-year deal to 2000.

Cadbury has decided to extend its sponsorship of ITV’s Coronation

Street for two more years - taking the pounds 10m-per-year deal to

2000.



The renewal of the deal was negotiated by Cadbury’s media agency, Carat,

which arranged the original deal with Granada’s sales house, Laser.



Cadbury claims independent research, commissioned from AGB, has found

that regular viewers of the programme have increased consumption of

Cadbury chocolate by a significantly greater rate than non-viewers.



The start of the sponsorship package, in 1997, was backed by an on-pack

promotion devised by Triangle Communications, which encouraged viewers

to buy a bar of chocolate to check with lottery numbers to see if they

had won a prize.



It is thought that Cadbury is planning another promotional device to

link the sponsorship with purchases, although this is unlikely until

next year.



The deal is a first for broadcast sponsorship in that it features

constantly changing action in the break-bumper ads.



A variety of different Cadbury brands are used in the ads.