Cadbury is dropping its sponsorship of Coronation Street after more than a decade. Announcing an end to the #10 million per year deal, the confectionery giant said yesterday it wanted to "redeploy" its marketing spend.
ITV is seeking a new sponsor for the flagship soap which pulls in around 10 million viewers.
Cadbury suspended its Coronation Street sponsorship adverts in the summer after recalling more than a million chocolate bars in a salmonella scare. The adverts returned to air several months ago and will continue to appear until ITV secures a new sponsor.
Cadbury Trebor Bassett’s marketing director Phil Rumbol today said: "Cadbury has had a wonderful 10 year association with the programme but, like many of its famous characters, it’s time to say goodbye to the Street."
The firm will continue to advertise on ITV as part of its new marketing strategy.
