Ant & Dec's 'Push The Button' and the new series of Harry Hill's 'TV Burp' will be sponsored by the confectionary giant's bite-size brands, including M&Ms, Maltesers and Galaxy Minstrels.
Mars will replace Wink Bingo as official sponsor of the latest series of 'TV Burp', which, like 'Push The Button', is scheduled for early this year.
ITV would not be drawn on how much the sponsorship deals are worth. Mars has an existing commercial relationship with two ITV shows.
Its Maltesers brand sponsors 'Loose Women' and Dolmio sponsors 'This Morning'.
The new Ant & Dec show will feature families going head-to-head for the chance to win large cash prizes each week. ITV claims that 'TV Burp', returning for its 10th series, averaged 6.2 million viewers in its last series.
The commercial deal has been negotiated by ITV's commercial operations and Newcast, on behalf of Mars. The creative will be undertaken by AMV BBDO.