ITV1's deal with Toyota was negotiated by ZenithOptimedia and extends its relationship with the car manufacturer, which already sponsors ITV Movies. Toyota will be promoting its Auris model during bumper breaks on shows including Blue Murder, Foyle's War, Kingdom, Poirot and Wire In The Blood.
It has also signed beer brand Carling in a £2m sponsorship of movies on digital channels ITV2, ITV3 and ITV4. Under the 12-month deal, brokered by Vizeum, Carling will gain presence on TV screens, online and on interactive bumpers.
Finally, Churchill Insurance will sponsor ITV1's game show Beat the Star, hosted by Vernon Kay, which will feature celebrities taking on the public in a series of games.
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