Magazine article Marketing

Coca - Cola Reconsiders ITV Premiership Value

Magazine article Marketing

Coca - Cola Reconsiders ITV Premiership Value

Article excerpt

Coca-Cola is to review the [pound]40m it paid for its three-year sponsorship of ITV's The Premiership following ITV's decision to move the show to 10.3pm from its 7pm slot.

Under the terms of the deal negotiated by Coke's media agency Universal McCann, the soft drinks brand retained the option to revert to a second-tier' sponsorship arrangement if the programme was moved back to 10.30pm. At this time, the audience tends to be mainly male. As Marketing went to press, Coca-Cola was still working out how the later slot would effect the value of the deal.

A spokesman for Coca-Cola said the brand remained committed to its three-year sponsorship of the programme, as part of a wider commitment to football. However, he added that the price of the sponsorship was related to the value of the audience delivered, with the programme at 7pm delivering a more family-oriented viewing profile.

ITV director of channels David Liddiment took the decision to move The Premiership to its old Match of the Day slot at 10. …

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