Suzuki named new sponsors of Channel 4’s Gogglebox

9 January 2019

Suzuki will sponsor Channel 4’s hit entertainment show Gogglebox in an exclusive multi-million pound partnership brokered by 4Sales and media agency, the7stars.

The deal will run from January 2019 and includes bespoke idents which will launch when the Bafta award winning series returns next month. Until then Suzuki will be re-versioning existing idents to use on any programme repeats of Gogglebox.

Gogglebox is one of Channel 4’s biggest shows, attracting an impressive average audience of 3.6m viewers in 2018 (16.3% share). This includes a 23.9% share of Channel 4’s key demographic of 16-34 year old viewers.

This deal is the latest in a line of successful partnerships between Channel 4 and Suzuki.

Jonathan Lewis, Head of Digital Innovation & Partnerships at Channel 4, said:

“Suzuki has seen first-hand the great results that can be achieved using Channel 4 platforms and shows to reach key audiences through our previous successful partnerships.

“We are thrilled to be teaming up with Suzuki once again on another great partnership that will give them the ability to reach millions of viewers of all ages during prime time through our hugely popular series Gogglebox.” 

In 2017 an innovative TV and digital campaign was launched to bring the Suzuki Ignis model to a younger audience. Filmed in the style of a mini-series, the ads featured as part of Channel 4 and E4’s peak time schedules, with the first appearing during Gogglebox. Suzuki and Channel 4 also worked together on the first ever co-branded entertainment series on E4, All Star Driving School, which was renewed for a second series that aired in September 2018.

Tammy Charnley, General Manager Marketing, Automobile Division at Suzuki said:

“This partnership helps position Suzuki at the very start of the weekend, synonymous with the vehicle that drives fun for all the family.”

Rachel Courtney, Supernova at the7stars said:

“Suzuki have become synonymous with family entertainment, famed for Suzuki Saturdays. Partnering with C4 and Gogglebox allows us to broaden our appeal amongst families on Friday nights, a junction into weekend entertainment.”

 

About Channel 4

Channel 4 is a publicly-owned yet commercially-funded public service broadcaster and has a remit to be innovative, experimental and distinctive. Its public ownership and not-for-profit status ensure all profit generated by its commercial activity is directly reinvested back into the delivery of its public service remit. As a publisher-broadcaster, Channel 4 is also required to commission UK content from the independent production sector and currently works with about 300 creative companies across the UK every year. In addition to the main Channel 4 service, its portfolio includes: E4, More4, Film4, 4Music, 4seven, Channel4.com and digital service All 4.