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Discovery Communications Superdrug

TLC signs Superdrug as exclusive channel partner


By Ishbel Macleod, PR and social media consultant

April 15, 2013 | 2 min read

New entertainment channel TLC has announced the signing of Superdrug as exclusive channel partner under a seven-figure deal.

Starting on the day of TLC’s launch, 30 April 2013, Superdrug becomes the exclusive partner for TLC, covering 720 hours of programming each month.

Discovery Networks UK has announced that the partnership Superdrug holds with its new channel will cover the TV channel, website, social media communities, off-air marketing, in-store and events, as well as on-demand programming.

Susanna Dinnage, SVP and general manager for Discovery Networks UK & Ireland, said: “We’re delighted to enter into this partnership with Superdrug. TLC is unlike any other entertainment channel in the UK, full of remarkable and memorable real-life characters. It is TV to talk about that offers advertisers a new opportunity to target female viewers. TLC’s tone is playful, humorous and passionate and Superdrug’s feel-good brand campaign is the perfect partner for TLC’s launch.”

The deal encompasses full brand integration across both the TLC and Superdrug websites, including bi-weekly homepage takeovers and editorial content sharing.

Matt Walburn, marketing director at Superdrug, added: “We’re delighted to be partnering with our first ever broadcast partner, TLC. The channel has a fun and interactive entertainment ethos which is the perfect fit for our advertising campaign, That Superdrug Feeling. Not only is it exciting for the business but there will be a host of opportunities for our customers and TLC viewers to be part of.”

Superdrug will receive on-air accreditation through 15", 10" and 5" idents, produced in-house by Discovery Creative, across all programming including Your Style in His Hands, Ultimate Shopper, and Breaking Amish.

Discovery Communications Superdrug

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