CORONATION STREET has announced that Argos will become their headline sponsor, only the fourth in the show’s 60-year history.
With the world’s longest running continuing drama currently celebrating its 60th anniversary on TV screens, Argos will begin its long term on and off air partnership at the beginning of 2021.
The campaign, facilitated by Omnicom Media Group’s PHD and Drum, will be a fully integrated partnership including broadcast, hub, product placement and extensive off-air activation.
Produced by ITV Studios for ITV, Coronation Street is the most watched continuing drama in the country, attracting an average of 6.9 million viewers across its six episodes every week.
News of the partnership was confirmed by ITV CEO Carolyn McCall during ITV’s virtual palooza, hot on the heels of Coronation Street reaching its historic anniversary milestone on Wednesday 9th December, 60 years to the day since its debut on ITV.
Argos follows in the footsteps of previous headline sponsors Cadbury, Harveys Furniture and Compare the Market.
Mark Trinder, Director of Commercial Sales and Partnerships at ITV, said: “ITV are delighted to welcome Argos on board to sponsor Coronation Street. A cultural phenomenon, Coronation Street is a truly beloved and iconic brand across the world, and as the show enters its seventh decade, what better time to hail a new commercial era for the show.”
Mark Given, Chief Marketing Officer, Sainsbury’s, said: “On behalf of Argos, I’d like to give a huge congratulations to ITV’s Coronation Street on achieving its impressive milestone of 60 years on air.
“As a British brand with decades of heritage, we’re really pleased to have been chosen as the headline sponsor for such an iconic show.
“I’m sure many of our customers will be tuning into Coronation Street for years to come and we’re very excited to embark on this new opportunity.”
John Whiston, Managing Director Continuing Drama at ITV, said: “Coronation Street is extremely pleased to be linking up with Argos.