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ITV Commercial announced today that TalkTalk will continue to sponsor Simon Cowell's X Factor, UK's biggest talent ...
ITV Commercial announced today that TalkTalk will continue to sponsor Simon Cowell's X Factor, UK's biggest talent show, for three more years. Although TalkTalk and ITV haven't officially disclosed numbers yet, the deal is believed to be worth £10 million per year, which would add up to a total of £30 million for the entire three-year partnership.
Olivia Streatfeild, commercial director at TalkTalk, says, "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."
All representatives from ITV Commercial, Freemantle Media UK and Syco Entertainment are very happy for the extended collaboration between TalkTalk and X Factor. They see the long-term partnership as a true testament to a successful collaboration, that continues to bring X Factor to many growing platforms.
With the deal, TalkTalk will sponsor all 13 X Factor series, with promotional idents shown at the beginning and end of all 3,000 ad breaks which will air across the series. These idents are thought to be worth about £10 million at rate-card value. The sponsorship also includes off-air activities, like the X Factor mobile auditions, the X Factor live tour, and the X Factor website.
The last X Factor series was low on ratings, but the launch and final show were considered amongst the top 10 TV programmes of the year on Twitter.
Airing on ITV, the X Factor has been the most followed entertainment programme in the UK, since its launch in 2004. As an official sponsor, TalkTalk organizes multi-platform campaigns through which fans can win exclusive tickets to the X Factor shows and sound checks through various competitions.