P&O to sponsor Downton Abbey
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P&O Cruises has announced that it is to sponsor the third series of BAFTA-award winning period drama Downton Abbey.
The campaign, which will feature idents of P&O Cruises, showing different aspects of the holiday, will be played before each episode as well either side of commercial breaks. If the series repeats the viewing figures from its second series – it will be watched by an average 11.8 million viewers, a 38% share of the audience.
On 6 November 2011 the series peaked at 12.4 million viewers – a 41% share of the audience.
“We are delighted to sponsor such a celebrated programme as Downton Abbey,” said P&O Cruises managing director Carol Marlow. “We know that many of our passengers and potential passengers watch Downton Abbey and we are excited to bring P&O Cruises to life for this vast audience.”
ITV account sales manager, Mike Barrett said: “Downton Abbey was the most watched drama of 2011 and has achieved a fantastic 16 nominations for the upcoming Emmy awards. It is with great pleasure that we are able to announce that P&O Cruises will be the new sponsor of this drama phenomenon, and we look forward to working with them to deliver an engaging multi-platform partnership for the coming series.”