Confused.com joins Emmerdale’s 50th anniversary celebrations as sponsor

Brokered by Zenith and Publicis Media Content (PMC), the package extends to bespoke content, branded digital and social media, licensing opportunities and on-set activity in one of Britain’s most famous fictional villages.

Mark Trinder, director of commercial sales and partnerships at ITV, said: “This is one of our biggest and most exciting brand opportunities yet. Confused.com is the UK’s first and longest-running comparison site for insurance. It’s a brand that the nation is so connected to, making the partnership even more special as Emmerdale marks its 50th anniversary.”

The long-running soap is a staple of ITV’s daytime schedule, with 5 million viewers tuning in six days a week to catch up with all the latest countryside intrigue, and a further 450,000 catching up later via the ITV Hub. Jon Stevens, managing director at Zenith, added: “Growth in the comparison sector is driven by reach and scale. As the largest reaching soap in the UK (yes, bigger monthly reach than Corrie), they simply don’t come bigger than Emmerdale.”

Samuel Day, chief marketing officer at Confused.com, said: “Everyday life can be confusing, and as a brand we want to help people see the entertainment in this, rather than feeling stressed or overwhelmed. This opportunity to sponsor Emmerdale brings this to life as we watch the storylines and everyday confusions unfold in the Dales. Soap operas are the perfect entertainment or escapism for so many. So, to us, it felt like a natural opportunity to partner with a historic and much-loved show as it celebrates a key milestone – while we celebrate our 20th year!”

Emmerdale’s reach is set to broaden further later this year with its debut on ITVX, an integrated advertising and subscription-funded platform.