ITV has signed a new sponsorship deal for Emmerdale, as the soap prepares to mark its 50th anniversary.
The contract with Confused.com starts on Monday, with sponsorship on all broadcast episodes of the soap as well as Classic Emmerdale on ITV3.
“This couldn’t be a more fitting partnership. We’re delighted to welcome confused.com on board as a sponsor. Emmerdale is truly beloved and iconic, and as the soap enters its 50th year, what better time to hail a new commercial era,” said John Whiston, Managing Director of Continuing Drama, ITV.
Brokered by Zenith and Publicis Media Content (PMC), media planning and buying has been led by Zenith and will run across multiple platforms, with bespoke content, branded digital and social media, plus licensing and on-set activity.
“Growth in the comparison sector is driven by reach and scale. As the largest reaching soap in the UK (yes, bigger monthly reach than Corrie) they simply don’t come bigger than Emmerdale,” added Jon Stevens, Managing Director at Zenith.
“At Zenith, we believe in bold moves and as a result, this long-term collaboration with ITV and Emmerdale will ensure Confused.com is front-of-mind to deliver savings for their users at a time when it couldn’t be more relevant.”
The soap attracts an average of 5m viewers per episode, with 74% watching live and more than 450k users catching up via the ITV Hub.
“This opportunity to sponsor Emmerdale brings this to life as we watch the storylines and everyday confusions unfold in the Dales. Soap operas are the perfect entertainment or escapism for so many,” said Samuel Day, CMO at Confused.com.
“So, to us, it felt like a natural opportunity to partner with a historic and much-loved show as it celebrates a key milestone – while we celebrate our 20th year!”
