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