Jeremy Kyle Show on ITV Lands New Sponsorship from Sun Bingo

Starting Monday 16th July 2018, the UK’s online bingo property Sun Bingo has just confirmed on taking over the lead sponsorship to the daytime program on ITV, The Jeremy Kyle Show. Hannah Swales who is the head of Sun Bingo confirmed to the market for the sponsorship. She stated that the show would become the latest Sun Bingo’s high profile lead partnership.

 

The tabloid talk show has been in broadcast since 2005 being broadcasted each weekday at 0925h and is considered a long-standing flagship asset for the ITV studios programming. Up-to-date it has recorded over 3000 episodes where Jeremy Kyle together with other guests tries to solve the raised confrontations.

 

Speaking to the media, Hannah Swales said, “The Jeremy Kyle Show is one of the UK’s prime daytime TV shows with over 3000 episodes to date. We are excited to be partnering up with ITV and we will be looking to build on our latest campaign of ‘Are you Gonna Bingo’ to deliver a fun engaging message to a brand new audience.”

 

Regarding the sponsorship, Sun Bingo intends to use the programs social media inventory which represents a first for any commercial partner which is involved with the Jeremy Kyle Show.

 

The sponsorship has also seen the Sun Bingo secure the TV idents for the morning talk show as a promotional platform. They have even brought back UKs female comedian Jayde Adams as the face of the video on demand promotional content dubbed, “Are you Gonna bingo?”

 

In support of the sponsorship, Sun Bingo has appointed Pulse London sister agency The&Partnership as a marketing lead. They are to assist in the creation of creative content and messages that are aimed at promoting the company.

 

The partnership will see The&Partnership help in refreshing and rebranding the brand. This will be done through a targeted campaign spanning TV, through the print, the digital and social media campaign as well as through the radio campaigns with the title, ‘Are you Gonna Bingo?’ Starting last week on Wednesday the campaign went on air being directed by the acclaimed director Jack Clough. Jack Clough is a renowned director, having recently directed BAFTA which is a winning comedy series, ‘People Just Do Nothing.’

 

In an interview, Sun’s marketing boss Kate Bird said, “Our readers and customers love the Sun brand for being proud and fun, so we challenged The&Partnership London to refresh our award-winning, world-breaking-record Sun Bingo brand in a fun and exciting way.”

 

To attract new and younger audience to the Sun Bingo’s online gambling, they have brought in Jayde Adams with a funny grime inspiring music video. The video has been featured at a bus stop, on the red carpet, at a tea plantation and also as she is sitting on the back of a talking racehorse.

 

Using the comedian has brought in a lot of social media attention. Jayde has previously won different honors including Funny Women Awards in 2014 and recently won the Best Newcomer award at the Edinburgh Comedy Awards in 2016.

 

ITV is set to run the ident on the show, through span prints and also in the social media. Its main aim is reminding the viewers that they can play anytime, anywhere on their smartphone with Sun Bingo. They are also focusing on bringing on board a new audience.

 

Yan Elliott who is the Joint Executive Creative Director at The&Partnership London remarked, “It was a delight to have comedian Jayde Adams back in the studio from our ‘Are you Gonna Bingo?’ campaign to help us create some genuinely funny, relatable characters. The partnership with Jeremy Kyle is perfect for the brand, and we hope Jayde and her pals keep audiences as entertaining as the show does!”

 

 

BetFred First Major Annual Losses

The land and online gambling group, Betfred, has experienced a decrease in the incoming profit for the year that came to a close in September 2017. The profit decreased from GBP 32.4 million as compared to the previous year to a loss of GBP 13.4 million; the company blamed their decrease to goodwill deterioration attributed to increasing costs, digital assets and higher taxation.

 

Despite a 9.6 percent increase in revenue that rose up to GBP 634.5 million and up to 3 percent earnings at 83.3 million, the company still experienced a loss. Mostly from the retailers, the group turnover was up to 17.5 % at GBP 12.7 billion.

 

An analysis made on the Betfred group estimated the groups’ online revenue at GBP ninety million on a three percent yearly increment from growing player base. None of the figures had increased by then. They also realized that eighty-three percent of what the group was earning originated from retail operations. The United Kingdom government decided to reduce the highest limit Fixed Odds Betting terminal stakes from GBP one hundred up to GBP by the year 2020; this shall have an effect that may provoke changes in the groups’ earnings. The director of the group requested the government to reconsider this decision for it might lead to huge losses across the industry.

 

On 25th of June 2018, the Betfred group again reported the same operating loss of £13.4m despite an increase in earnings and revenue. The revenue during the twelve months to September 24, 2017, was still at £634.5m with an increase of 9.6 percent as compared to the previous year. The earnings also had improved by the same three percent yearly up to £83.3m.

 

The Betfred retail total gambling turnover, Tote, and online businesses rose up to 17.5 percent to £12.7bn. Regulus partners commented that the online revenue of the Betfred group increased by three percent on a yearly basis to £90m; that of Tote increased by twelve percent to £32.4m. These partners also suggested that the Betfred might be set for more challenges in the coming future because of the regulation modifications on fixed odds betting terminals (FOBTs).

 

The Betfred group experienced an eight-figure loss in its treasury year despite a good revenue gain. The improved revenue came largely through the group’s 2016 October addition of three hundred and twenty-two Ladbrokes Coral betting shops. The company’s Totepoool business also signed a commingling deal with the Hong Kong Jockey Club plus a non-specified rise in their online customer base.

 

Predictably, the anti-gambling suspects in the United Kingdom’s media played up with the fact the founder of Betfred, Fred Done, decided to take a £10.2m annual dividend just like the previous year. These kinds of media noted that Betfred had announced the previous week that there was a possibility of closing up to nine hundred betting shops and fire up to four thousand, five hundred staff members. This would occur if all the government would execute their plan of reducing the highest limit stake on fixed- odds betting terminals (FOBTs) from £100 up to just £2. Lucky enough the government recently announced that the FOBTs stake reduction would not take place till the year 2020.

 

The Regulus partners also realized that the 83 percent earnings from the retailers put the company in a particularly hard position given the current government stance. As a result, they suggested that Betfred’s core business would require some structural change.

 

Recently the director of Betfred gave a decree that his company’s association with racing had been broken after several years of dis-unity between the racing and the betting industry. He also reported a deal with Alizeti Capital as the very first page of their decision to disrobe its Tote holdings.

 

[bctt tweet=”Share on Twitter” username=””]