Sky Media and Paramount UK have announced that Leeds mattress maker Simba will be the official sponsor of drama on Channel 5, plus the broadcaster’s ‘Evening’ programming strand, as well as on-demand platform My5 throughout 2024.
The seven figure, one-year partnership represents Channel 5’s biggest ever sponsorship and sees the British sleep tech brand renew its successful 2023 sponsorship campaign.
Across 2024, Simba’s 15, 10 and 5” idents will showcase the brand’s Hybrid Mattress and feature around new and returning original dramas and popular titles including Dalgliesh and The Hardacres, Wife on Strike and Police: Suspect No.1.
Simba first aired as a Channel 5 sponsor in July 2022 for 6 months and doubled its investment in 2023 – sponsoring My5, Dramas on Channel 5 and Evenings on C5 across the year, which helped the brand reach 60% of all ABC1 Adults and 25-54 year olds.
This was driven by the continued success of new Channel 5 dramas such as The Inheritance and The Catch as well as the return of The Madame Blanc Mysteries and much-loved All Creatures Great and Small. Portillo’s Andalucia, Susan Calman’s Grand Day Out and Police Interceptors also drew viewers to Channel 5’s evening schedule of programming.
In October, Simba co-sponsored the broadcaster’s ICC Men’s Cricket World Cup coverage, further extending their relationship with Channel 5 and reaching a broader male audience. The 2024 renewal deal was brokered by media agency, Wake the Bear.
Channel 5 is the only commercial PSB channel to have grown its total share of audience across peak time so far this year.
Jonathan Moore at Simba said: “Partnering with Channel 5 has been a game-changer for us in the advertising landscape. Their dynamic approach, coupled with a commitment to excellence and continued audience growth, has provided our brand with unprecedented exposure and success.”
Peter Dale, VP, UK ad sales & commercial development, Paramount, said: “We’re delighted to continue our partnership with Simba into 2024. It’s testament to the strength of being associated with Channel 5’s popular peak time shows and critically acclaimed original drama, which delivers strong audiences on both Channel 5 and My5.”
Karin Seymour, director of client and marketing at Sky Media, added: ”It’s fantastic to see the partnership between Simba and Channel 5 continue. This is Channel 5’s biggest ever sponsorship deal and shows the faith brands have in using TV to drive ROI and brand fame.”
