Reckitt Benckiser sponsors ITV's Emmerdale in £10m deal

LONDON – Reckitt Benckiser has signed a £10m deal with ITV to sponsor its six-night-a-week soap 'Emmerdale'.

The 12-month deal covers broadcast sponsorship on ITV1, ITV2 and ITV3 as well as online, licensing and off-air promotions, and for the first time, interactive red button technology.

Reckitt Benckiser brands include Finish, Dettol, Mr Sheen, Airwick and Calgon and it is understood that the company will rotate brands in much the same way as Heinz, 'Emmerdale''s previous sponsor until May, did with its salad cream and tomato ketchup.

Joanna Kay, media controller at Reckitt Benckiser said the deal signifies the household cleaning products company as a UK powerful advertiser.

"That we are able to take a deal as big as 'Emmerdale', reflects the growing strength of Reckitt Benckiser as an advertiser in the UK. This is just the kind of through-the-line opportunity we are actively looking for," she said.

The deal was negotiated by ITV and OMD Fuse, on behalf of Reckitt Benckiser.

'Emmerdale' is the second-longest running serial drama in the UK and regularly secures 8m to 10m viewers a night, making it the third most-watched soap behind 'Coronation Street' and 'EastEnders', although its producers have tipped the Yorkshire-based soap to overtake 'EastEnders' by next year in terms of viewing figures.

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