The X-Factor Still Gets Sponsorship from TalkTalk
„TalkTalk has decided to extend their sponsorship of “The X-Factor,” an ITV entertainment show created by Simon Cowell. The move is set to escalate the advertising efforts of the company, as they hope to gain new customers to their recently launched YouView-based Television service. „
In a strategy to escalate the advertising efforts of TalkTalk and their newly launched YouView-based TV service, the company has renewed their sponsorship of the entertainment TV show “The X-Factor.” The show is among the most popular TV programmes in the UK today. It was created by television producer and celebrity Simon Cowell.
TalkTalk formally launched YouView as a TV service last year and just recently added about a hundred and fifty thousand subscribers in the first three months of 2013. This recent development clearly shows that the company is competing for viewership against rivals in the industry, such as Virgin Media, SKY, and British Telecom.
The telecoms company thinks that the famous TV show is going to be a big help in drawing millions of Freeview customers toward YouView. According to surveys, over 4 million of TalkTalk subscribers have Freeview, while over 200 thousand of their YouView viewers also had Freeview or Freesat before.
TalkTalk’s commercial director, Tristia Clarke, said, „You could say it is a Freeview assault, it is the perfect property to be engaged with to drive our TV service.“ She added, „One of the original reasons for the launch of YouView was a way to enhance Freeview. The sheer scale of X Factor is of course very important, it is the biggest show on UK TV, but it also allows proper engagement with customers. You can make offers, such as tickets, and drive customer engagement in a way you can’t sponsoring, say, drama.“
The X-Factor audience number has decreased over the years, since TalkTalk’s last 3-year sponsorship deal with the show in 2010. It even experienced its lowest recorded ratings during their finale in December last year. TalkTalk, however, still benefits from sponsoring the show despite the drop in audience numbers.
In this latest deal, TalkTalk will have its commercials aired for a total of almost 60 minutes during the entire run of the show as well as in its US counterpart, which will be broadcast on ITV2. The deal is estimated to cost the company over GBP10 million.
No stranger to the show, TalkTalk has been sponsoring “The X-Factor” for eight years.
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