TalkTalk has renewed its sponsorship with the popular ITV talent show The X Factor. It’s a record breaking £30 million deal that signifies a confidence in the show’s ability to turn around their poor viewing figures of late. They slumped to the lowest numbers since 2005 last year as contestant Sam Bailey went on to win the series.
TalkTalk’s deal is a three year sponsorship that will continue its long running association with the show. Their previous deal was just one year long which caused some spectators to believe that The X Factor was losing its ability to draw major advertisers.
The agreement is for TalkTalk to run promotional ads at the beginning and end of every advert break the show takes. This will account for 3000 adverts over the course of one whole series. They will also be integrated into mobile and online platforms to increase their brand awareness and draw in new customers. TalkTalk’s advertising will also cover The Xtra Factor on ITV’s sister network ITV2 as well as elements of the live tour and auditions.
TalkTalk’s commercial director, Olivia Streatfeild, said: “Thousands of TalkTalk customers join us every year at the live final, more tweets are sent about it than any other TV show and, with the return of Simon and Cheryl, we’re hugely looking forward to the next series.”
The show, despite struggling with low viewing figures, was among the top ten UK shows in terms of social media buzz on Twitter. It will air its 11th series on British television later this year – although, the date has not yet been confirmed. Judges Simon Cowell and Cheryl Cole are expected to return to the show after Gary Barlow and Sharon Osbourne left. A replacement for Nicole Scherzinger has yet to be found yet.
Auditions are currently taking place.