National Lottery takes full coverage of ITV Saturday night primetime

The National Lottery has regained its terrestrial Saturday night primetime coverage, securing sponsorship of three back-to-back ITV shows.

Beginning 19 December, the National Lottery will serve as headline sponsor of ITV1’s Saturday night roster of ‘The Masked Singer’, ‘The Voice UK’ and ‘Ant & Dec’s Saturday Night Takeaway’.

The deal represents the first time ITV has allowed a single advertiser to sponsor three of its Saturday night primetime shows.

Sponsorship of ITV Saturday night headline programmes are recognised amongst the UK’s highest costing marketing inventory. Takeaway app Deliveroo is reported to have paid £7 million to sponsor a single series of Ant & Dec’s Saturday Night Takeaway which achieved record audiences of 11.2 million viewers during 2020.

Mark Trinder, ITV Director of Partnerships, said: “Saturday nights on ITV have come to define quintessential family entertainment, and as we celebrate the return of three of our most talked-about shows – The Masked Singer, The Voice UK and Ant & Dec’s Saturday Night Takeaway – we’re welcoming onboard our brand new sponsor National Lottery operator, Camelot, for this innovative partnership that will put all the titans of Saturday night TV under one sponsorship umbrella.”

Camelot’s three-show sponsorship with ITV was brokered by National Lottery media planning agency Vizeum. Seeking to secure optimal coverage for the National Lottery, Camelot has tasked creative agency Adam & Eve DDB with developing a new ‘360 creative campaign’ to showcase its ITV sponsorship.

Camelot CMO Keith Moor said: “The National Lottery has been making Saturday night more entertaining for the past 26 years, with every ticket providing a moment of anticipation while also helping to raise around £30 million each week for National Lottery-funded good causes.

“These are ITV’s flagship entertainment shows with the biggest audiences – so there’s a fantastic fit between the two brands with this partnership, and it will only help people to better understand the connection between The National Lottery’s unique purpose and play.”

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