The supermarket giant, which sponsors ITV1 drama premieres, will launch a creative in the first week in January, as the broadcaster takes advantage of changes to Ofcom's broadcasting code to try to boost sponsorship revenue.
Cobra, which sponsors all movies on ITV2 and ITV3, will use the longer idents to extend its theme of members of the public making short films.
Gary Knight, brand partnerships director at ITV Sales, said: "One of the reasons for increasing sponsorship credits running lengths on ITV is to encourage greater creativity to the genre.
"Cobra has developed an innovative sponsorship treatment. I am delighted it will be using the new lengths to enhance this activity."
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