Price comparison site Confused.com has struck a lucrative deal with ITV, agreeing to sponsor all of the network’s Emmerdale episodes from 18 July onwards, alongside ‘Classic Emmerdale’ reruns on sister channel ITV3.
The partnership comes as the iconic soap celebrates its 50th anniversary with Confused.com hoping no doubt to tap into the show’s 5 million average viewers, 74% of which tune in for the live broadcasts – guaranteeing any sponsor premium air time.
Brokered and driven through a collaborative effort between UK-based Zenith Media and French agency Publicis Media Content, media planning and buying was led by the former and is set to include bespoke content, branded digital and social media, licensing and on-set activity.
Tying in with Emmerdale’s anniversary celebrations, Confused.com itself is celebrating its 20th year as a business, having originally launched as a comparison site for car insurance in 2002, the site has now branched out extensively to cover home insurance, van insurance, motorcycle insurance, and car finance comparison.
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“This is one of our biggest and most exciting brand opportunities yet. Confused.com is the UK’s first and longest-running comparison site for insurance,” ITV director of commercial sales and partnerships, Mark Trinder said.
“It’s a brand that the nation is so connected to, making the partnership even more special as Emmerdale marks its 50th anniversary.”
Confused.com chief marketing officer, Samuel Day added: “Everyday life can be confusing, and as a brand we want to help people see the entertainment in this, rather than feeling stressed or overwhelmed.
“This opportunity to sponsor Emmerdale brings this to life as we watch the storylines and everyday confusions unfold in the Dales.
He concluded: “Soap operas are the perfect entertainment or escapism for so many. 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!”
