Comet to back ITV's Who Wants To Be A Millionaire?

Running from 1 September until 3 November, Comet said the idents will show Comet staff in stores being quizzed by customers and answering product and service related questions.

The accompanying strap line is "Whatever the question - Comet, Sponsors of Who Wants To Be A Millionaire?"

The deal was negotiated by ZenithOptimedia, with idents created and produced by advertising and branding agency Addiction London. The package includes a 15-second pre-roll, 10-second break bumpers and a five-second bumper end.

The previous sponsor of the show was search engine Ask Jeeves, which backed the show for nine weeks during its run earlier in the summer.

Financial terms of the deal were not disclosed.

This article was first published on mediaweek.co.uk