National Lottery Restores ITV Primetime Coverage

The National Lottery has restored its terrestrial primetime coverage on Saturday night, winning sponsorship of three ITV back-to-back series.

The National Lottery will act as the main sponsor of ITV1’s Saturday night roster of The Masked Singer’,’ The Voice UK’ and ‘Ant & Dec’s Saturday Night Takeaway’ from 19 December onwards.

The deal marks the first time ITV has allowed three of its Saturday night primetime shows to be sponsored by a single advertiser.

Among the UK’s highest costing marketing inventory, sponsorship of ITV Saturday night headline programmes is acknowledged. It is estimated that the takeaway app Deliveroo charged £ 7 million to fund a single series of Ant & Dec’s Saturday Night Takeaway that reached a record 11.2 million viewers in 2020.

ITV Director of Partnerships, Mark Trinder, said: “Saturday nights on ITV have come to define quintessential family entertainment, and as we celebrate the return of three of our most talked-about shows – The Masked Singer, The Voice UK and Ant & Dec’s Saturday Night Takeaway – we’re welcoming onboard our brand new sponsor National Lottery operator, Camelot, for this innovative partnership that will put all the titans of Saturday night TV under one sponsorship umbrella.”

The National Lottery media preparation firm Vizeum brokered Camelot’s three-show sponsorship with ITV. Camelot has entrusted creative agency Adam & Eve DDB with creating a new ‘360 creative campaign’ to highlight its ITV sponsorship in an effort to gain optimum coverage for the National Lottery.

CMO of Camelot Keith Moor said: “The National Lottery has been making Saturday night more entertaining for the past 26 years, with every ticket providing a moment of anticipation while also helping to raise around £30 million each week for National Lottery-funded good causes.

“These are ITV’s flagship entertainment shows with the biggest audiences – so there’s a fantastic fit between the two brands with this partnership, and it will only help people to better understand the connection between The National Lottery’s unique purpose and play.”