Co-operative Bank and CIS to sponsor ITV1's The Bill

The 12-month contract includes sponsorship of the twice-weekly police drama on ITV1 and midweek re-runs, and a Saturday evening omnibus on ITV3. The Co-operative Bank and CIS will also appear on branded trailers and off-screen licensing activity, as well as having an online presence.

'The Bill', ITV's longest-running drama series, is watched by an average 11m viewers a week, according to Barb figures.

Craig Shannon, executive director marketing for Co-operative Financial Services, said: "We look forward to developing a strong partnership with the team at ITV over the coming months and building a great campaign around the broadcast rights."

The deal was brokered by TCS Media North and begins this week.

Co-operative Financial Services was formed in 2002 to bring together

the Co-operative Bank, internet bank Smile and the Co-operative Insurance Society.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

This article was first published on brandrepublic.com