Frozen food firm Chicago Town has signed to become the broadcast sponsor of American Idol in the UK. The move is part of a 拢5m investment by the company in TV advertising in 2007 and is its biggest campaign to date, running from 19 January for five months on ITV2 and repeated on ITV1.
The deal was bought by Mediaedge:cia and created by BDH\TWBA.
Meanwhile, Douwe Egberts Cafe Switch is to sponsor the latest series of ITV1 daytime chatshow, Loose Women.
The deal includes broadcast sponsorship, online, mobile interactive bumpers, on-air marketing and extra interactive content.
Loose Women, which was first shown in 1999, was previously sponsored by women's car insurance company, Sheilas' Wheels.
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