Hollis Sponsorship Bulletin

Media reports suggest that ITV is set for a windfall when it allocates the broadcast sponsorship rights to future series of entertainment hit The X Factor. Now that its deal with Talk Talk is ended, the ad-funded network is hoping that the rights will spark a bidding war between brands wanting to take advantage of X Factor’s massive ratings.

Talk Talk is believed to have paid £6 million a year, so any new deal would probably have a price-tag in the £8 - 10 million mark. For that money, any incoming sponsor would get a combination of massive TV ratings and various cross-platform activation opportunities. To put it in perspective, this year’s final of the show on ITV1 peaked at 19.1 million viewers, or 62 percent share. Across 2009, the series achieved an impressive average of 11.8m viewers and a 45 percent share.

Separately, Premier Food’s Mr Kipling brand has agreed to sponsor ITV1’s All Star Mr and Mrs. Due for transmission in early 2010 the series will be hosted by Phillip Schofield and Fern Britton. Premier Foods head of media management Lisa Clark called the show “an ideal fit with with a strong link between content and creative messaging.”