Domino's Pizza takes a slice of TV show

by Media Week, Media Week 19-Feb-08

Domino's Pizza has been signed up as broadcast sponsor of the second series of ITV1's Britain's Got Talent and sister show America's Got Talent on ITV2.

The deal, brokered by agency Arena BLM, includes interactive and online
activity. The campaign will run via mobile phones and ITV Local, the
broadcaster's regional online service. It also provides an off-air

licensing agreement with the show's producer FremantleMedia Enterprises.

Arena BLM said it approached ITV with the idea of using the Domino's
brand.

Nestle Rowntree's Fruit Pastilles was sponsor of last year's series,
forming a key part of Rowntree's £3.5m total media spend in
2007.

The first series of the show, which debuted last June, attracted an
average audience of 8.3 million viewers, peaking at 11.6 million.
Presented by Ant and Dec, Britain's Got Talent is judged by Simon
Cowell, Piers Morgan and Amanda Holden.

Yan Li, senior sponsorship executive at ITV Customer Relations, said the
on and off-air elements included in the Domino's sponsorship deal
demonstrated ITV's ability to deliver a range of ads to clients.

Britain's Got Talent is produced by Fremantle unit TalkbackThames based
on the US version, America's Got Talent. The Domino's deal follows ITV's
arrangement with Birds Eye to sponsor the new series of Ant & Dec's
Saturday Night Takeaway.