ITV and Visa sign placement deal

Coronation Street and Emmerdale will feature Visa's contactless payment technology for nine months from February in a six-figure deal.

Coronation Street: Visa’s payment terminals will appear in shops
Coronation Street: Visa’s payment terminals will appear in shops

It is the first time that ITV has sold a product placement package that covers both soaps. The deal was negotiated by MEC.

The payment terminals will feature in Dev’s shop and Nick’s Bistro in Coronation Street, and in David’s shop and Café Main Street in Emmerdale. There will also be Visa Europe signage in places such as the bus shelter poster site in Coronation Street.

Kevin Jenkins, the managing director for UK and Ireland at Visa Europe, said: "Shops like Dev’s in Corrie and David’s in Emmerdale are exactly the type well-suited to contactless – high numbers of small transactions."

Gary Knight, the commercial content director at ITV, said: "We have found that product placement activity can contribute excellent brand value as part of wider on- and off-air campaigns, and we look forward to building on our offering."

According to Visa, UK banks have distributed almost 40 million contactless cards.