The Jeremy Kyle Show loses publicly-funded sponsor

by Ben Bold, Brand Republic 01-Oct-07, 09:55

LONDON - Ufi, the operator of publicly-funded Learndirect, has axed its sponsorship of 'The Jeremy Kyle Show', after condemnatory comments made by a high court judge whipped up a media storm about the show's content.

Judge Alan Berg had been sentencing David Staniforth, who had head-butted his former lodger Larry Mahoney during a transmission of the ITV1 show, when he directed his comments at the programme, describing it as "a human form of bear baiting".

COI, which manages Learndirect's advertising activity, has issued a statement declaring that: "continued sponsorship of the show would not protect and enhance the strength and reputation of Learndirect, one of the country's wellknown names in adult learning.

"The criticism of the show, sparked by Judge Alan Berg's remarks, means that both Ufi and COI consider it no longer appropriate for Learndirect to be associated with the programme."

Learndirect's sponsorship of 'The Jeremy Kyle Show' was initiated by OMD Fuse on behalf of COI, according to the statement. A high percentage of Learndirect's target audience (people without five A-C grade GCSEs, or equivalent) watch the show.