Channel 5 has secured a sponsorship deal with Crown Paints in which
the paint manufacturer will sponsor an entire series of DIY programme
Crown Paints has signed up to a 20-week package that will run over two
ten-week slots starting at the beginning of May and again in September.
Channel 5 will broadcast traditional sponsorship credits and bumpers
around the programme.
The broadcaster declined to put a value on the sponsorship deal.
The package was negotiated by Channel 5’s regional sales manager Chrisy
Dawson and Mick Style, director at CIA Media Solutions. The creative for
the sponsorship visuals is being put together by advertising agency BDH
Dawson said: ’House Doctor sits very comfortably with Crown Paints and
the synergy between the programme and the sponsorship production is
perfect. The AB1 adult audience that the programme attracts mirrors
Crown Paint’s target audience.’
The sponsorship deal follows the Ideal Home Exhibition, where Channel
5’s House Doctor stand - which offered competitions for DIY lovers - was
sponsored by Crown Paints.
House Doctor’s success is such that Channel 5 has commissioned a third
series of the programme. It has also extended its run to 20-weeks for
the first time.
Dawson said: ’The station is increasing the broadcast time on programmes
such as House Doctor that appeal to an AB1 audience.’
The House Doctor deal is the first broadcast sponsorship agreement
between Crown Paints and Channel 5.