Abbey to back Five property shows in sponsorship first

January 10, 2005

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Abbey to back Five property shows in sponsorship first

LONDON – Building society Abbey has signed its first TV sponsorship deal with Five to promote its mortage and insurance ranges on the broadcaster's house and home TV programmes throughout 2005.

The deal will see Abbey's credits on 'House Doctor', 'Hot Property' and 'How Not to Decorate', as well as programmes that are still in development.

Angus Porter, Abbey's customer director, said: "Five's house and home programming is an ideal fit with our target audience for mortgages and general insurance.

"It will give us a stronger profile, enable us to tailor messages at key points throughout the year and provide a more general springboard for other marketing activity during 2005."

Property programmes on Five pull in around 2m viewers and viewing figures have increased by 60% since the property slot was introduced.

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