ITV Commercial, FremantleMedia UK and Syco Entertainment today announced that TalkTalk will continue to sponsor The X Factor, the UK’s biggest musical talent show, for a further three years.
TalkTalk’s longstanding partnership includes sponsorship of The X Factor across broadcast, online and The Xtra Factor on ITV2. The partnership also incorporates off-air activity including sponsorship of The X Factor Live Final, The X Factor Live Tour, The X Factor website and The X Factor Mobile Auditions.
TalkTalk’s sponsorship of The X Factor Live Final gives customers the chance to win thousands of money-can’t-buy tickets and exclusive access to see their favourite contestants perform. TalkTalk’s multiplatform campaign will also bring fans and TalkTalk customers closer to The X Factor via ticket competitions to the live shows and sound checks.
2014 will mark the eleventh series of The X Factor and will be the sixth consecutive year TalkTalk has supported the show. The last series enjoyed a peak audience of 13 million and a 36% market share; and it ranked as the highest rated talent series among young adults (16-34).
Olivia Streatfield, Commercial Director at TalkTalk said: “TalkTalk TV is Britain's fastest growing TV service and being part of The X Factor has played a big role in achieving this. Our sponsorship allows us to be in millions of homes across Britain every weekend and our customers love the exclusive access to the shows, from being able to sit in on sound checks to tickets to the live final. We enjoy a great deal of success with The X Factor and look forward to the next three years.”
Simon Daglish, Group Commercial Sales Director at ITV, said: “We are delighted to extend our long running sponsorship with TalkTalk and The X Factor. The longevity of the partnership is a real testament to the very successful collaboration between Talk Talk, ITV and The X Factor that engages millions of viewers every weekend.”
Jayne Stephens, Head of Brand Partnerships, FremantleMedia UK said: “We’re looking forward to continuing our exciting and exceedingly collaborative relationship with TalkTalk, and to the on going success of The X Factor across all its continually growing platforms."
Mark Brittain, Global Head of Commercial at Syco Entertainment, said:“We are delighted to be extending our partnership with Talk Talk for another 3 years, which has become one of the longest running collaborations. They are a key part of The X Factor family and we look forward to working together to continue to innovate the ways in which we can bring this association to life across all areas of their business.”