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Business on the Move Suzuki Marketing

Suzuki named sponsor of Gogglebox after withdrawing ITV Ant & Dec deal in 2018


By Imogen Watson, Senior reporter

January 9, 2019 | 3 min read

Suzuki is to sponsor Gogglebox, Channel 4's reality TV show, in an exclusive multi-million-pound partnership.

Suzuki named new sponsors of Channel 4’s Gogglebox

Suzuki named new sponsors of Channel 4’s Gogglebox

The new sponsorship with Gogglebox, which was brokered by 4Sales and media agency the7stars, will begin this month.

Suzuki will be re-purposing existing idents for Gogglebox reruns this January before the carmaker launches new bespoke work in February when the new series airs.

Gogglebox attracted an average audience of 3.6m views in 2018 (16.35% TV share) making it one of Channel 4's biggest shows.

The deal is the latest in a line of partnerships between Channel 4 and Suzuki. Earlier this year, the two collaborated on E4 show, All-Star Driving School, the first ever co-branded entertainment series.

In 2017, Suzuki partnered with the broadcaster in a mini content series that starred comedian Katherine Ryan and Made in Chelsea star Mark Francis, which rolled out during Channel 4's peak schedules. The campaign was launched to bring the Suzuki Ignis model to a younger audience.

This sponsorship comes after Suzuki withdrew from its six-figure advertising campaign with Ant & Dec, following Ant McPartlin's drink-driving arrest last year.

Jonathan Lewis, head of digital innovation and partnerships at Channel 4, said: “Suzuki has seen first-hand the great results that can be achieved using Channel 4 platforms and shows to reach key audiences through our previous successful partnerships.

"We are thrilled to be teaming up with Suzuki once again on another great partnership that will give them the ability to reach millions of viewers of all ages during prime time through our hugely popular series Gogglebox.”

Tammy Charnley, general manager marketing, automobile division at Suzuki said: “This partnership helps position Suzuki at the very start of the weekend, synonymous with the vehicle that drives fun for all the family.”

Business on the Move Suzuki Marketing

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