NEWS: Cadbury poised for sponsorship link to ITV’s flagship soap

Cadbury was this week poised to agree in principle to close the biggest- ever ITV sponsorship deal as sponsor of ITV’s flagship soap, Coronation Street.

Cadbury was this week poised to agree in principle to close the biggest-

ever ITV sponsorship deal as sponsor of ITV’s flagship soap, Coronation

Street.



Final details of the deal are still being ironed out, but ITV, Cadbury

and its media buying company, TMD Carat, have reached agreement about

the association after weeks of negotiation over the price of the deal

and the off-screen promotional opportunities.



Cadbury is understood to be paying around pounds 10 million for the

rights to link its name with the Granada-produced show, but a

significant part of the deal will be Cadbury’s access to the programme’s

characters and names off-screen.



With the on-screen deal virtually completed, Cadbury is now in talks

with Granada TV’s sales house, Laser Sales, about how to make the

sponsorship work harder off-screen. Granada’s other assets are also

likely to be included in the package.