ITV's Morning Show Partners with Go.Compare
Go.Compare, a leading financial comparison website, has announced a significant partnership with ITV's popular daytime show, This Morning. This year-long sponsorship, which runs from September 2021 to August 2026, marks a strategic move for Go.Compare to further cement its reputation as a trusted financial companion.
According to a recent study by Go.Compare, the average van driver covered 12,500 miles last year, accounting for 18% of all motor vehicle traffic. This partnership aligns perfectly with Go.Compare's target audience, as This Morning's viewership shares a joint ambition to help people make savvy financial decisions.
The cross-platform deal covers broadcast, VOD, in-app, social platforms, including YouTube for the first time. Creative has been developed by DRUM, working with Stephen Pipe and Tantrum Productions, to inject Go.Compare's trademark warmth and wit into the sponsorship. The creative features a series of 18 idents starring This Morning regular Kate Lawler, set on the fictional 'Savvy Street' and following Kate as she celebrates the savvy residents making clever choices to start their day.
In addition to the sponsorship, Go.Compare has also strengthened its partnership with Comparison Creator, a specialist insurance comparison developer. Comparison Creator has launched wedding insurance and a new boiler comparison service with Go.Compare. Go.Compare will also offer Optalitix's unique motor and home insurance pricing solution, further enhancing its comparison offerings.
The partnership involves support from Quantee, ensuring a seamless integration of the sponsorship across all platforms. This creative is tightly integrated with the show's tone and audience, reinforcing Go.Compare's role in helping viewers feel smart, savvy, and in control.
Hearts & Science brokered the new partnership between Go.Compare and ITV's This Morning, with Magnet Management mediating the deal. Go.Compare will have a total of 180 seconds of branded content every weekday across linear and on-demand channels.
This partnership is just one of many steps Go.Compare is taking to expand its services and reach, aiming to help even more people make informed financial decisions. With a commitment to providing clear, accessible, and unbiased information, Go.Compare continues to be a trusted partner for consumers across the UK.
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