Sponsorship roundup
By Adnews Staff
CTV has signed five sponsors for the fourth season of Canadian Idol: General Mills, Procter and Gamble, TD Canada Trust, Telus and Kraft. All but Kraft are new sponsors. All five sponsorships involve product integration into the series. TD Canada Trust will sponsor the Canadian Idol Fan Comfort Zone, a pair of armchairs in a prime viewing location of the theatre. The zone will be featured in the show at it progresses. Telus has been the named the official wireless sponsor of the program. Telus Spark customers will have access to exclusive wireless content from the show. Customers will also be able to vote by text message and download a variety of show-related material. Kraft, General Mills and Proctor and Gamble will receive product integration within the series for a number of their brands. “Canadian Idol has been a leader when it comes to brand integration and that continues to be recognized by the advertising community,” said Rita Fabian, senior vice-president of sales and marketing at CTV.