±±¾©Èü³µpk10

The three-year link with ITV movies will end on 31 March as the beer brand shifts its focus onto Dave's predominantly male audience.

Cobra will now be the channel's main prime-time sponsor. However, the brand says it does not plan to completely cut its ties with movie sponsorship, and, according to Ben Egan, Cobra's online marketing manager, is looking at other ways of retaining a link. 'From the consumer research we conducted over the winter we can see that people strongly associate Cobra Beer with movies and we will be examining how we can further that,' he said.

The beer brand will become exclusive broadcast sponsor of all programmes aired on Dave between 9pm and 11.40pm every night. This will cover shows including QI, Mock the Week, Dragon's Den, Never Mind the Buzzcocks and Have I Got News for You, as well as various themed nights.

Dave was formed from UKTV G2 and launched as a Freeview channel targeting young and upmarket men last October. Cobra estimates its sponsorship will reach nearly 30m adults and more than 75% of 18- to 34-year-old men in digital homes.

The partnership, negotiated by IDS and Manning Gottlieb OMD, will extend to the Dave website, which will feature unique content, competitions and information on Cobra Beer.