Channel 4 today reveals Lloyds Bank will sponsor smash-hit show Celebrity Gogglebox when it returns to TV for its second series on Friday 5th June at 9pm.
The significant partnership represents the first time Lloyds Bank has sponsored a TV show and enables the bank to promote their sponsorship of Celebrity Gogglebox off-air through an exclusive brand licensing arrangement.
Channel 4 sales house 4Sales were responsible for brokering the partnership, alongside Lloyds Bank’s media agency MediaCom.
adam&eveDDB are responsible for Lloyds Bank’s creative, which encourages people to open up and have important conversations with family and friends.
Rupinder Downie, Brand Partnerships Leader, Channel 4 said: “Celebrity Gogglebox provides the perfect environment for Lloyds Bank, aligning them with the show’s warmth and relevance at a time when audiences are turning to TV for entertainment in record numbers.”
Richard Warren, Director of Marketing Communications at Lloyds Bank, said: ‘As the U.K adjusts to a new normal it has never been more relevant to have those important conversations with our loved ones. At Lloyds Bank, we understand the importance of talking to those closest to us as we navigate through major life stages. Celebrity Gogglebox is a window into the sofa conversations which replicate those happening across the nation and we are thrilled to be working with Channel 4 in sponsoring it.’
Neesha Taneja, Content Lead Director, MediaCom MBA said: “Lloyds Bank and Gogglebox both advocate for the invaluable importance of having conversations with your loved ones, whether these are to find levity or discuss topical issues. We are so excited to bring the two together in this sponsorship which has both cultural and personal relevance.”
2019’s debut series of Celebrity Gogglebox was one of Channel 4’s top five series of the year, attracting an average audience of 3.7m viewers per episode and a 17.3% share of audience.
Celebrity Gogglebox’s famous cast includes the return of Denise Van Outen and her partner Eddie; Nick Grimshaw and his niece Liv; Joe Swash and Stacey Solomon; Martin Kemp and son Roman, as well as Gyles Brandreth with newcomer Maureen Lipman. New cast members also include Zoe Ball and her son Woody Cook; Harry Redknapp and his wife Sandra and Nicola Adams and her partner Ella.
Lloyds Bank’s mental health campaign ‘Get the inside out’ won Channel 4’s annual £1m Diversity in Advertising competition in 2018.
