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.
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