ITV is looking for a new sponsor for its flagship series, Coronation Street, following Harvey’s furniture stores decision not to renew their deal with the broadcaster.

Simon Daglish, group commercial sales director at ITV, says “Coronation Street remains one of the jewels in ITV’s crown and this sponsorship package consistently delivers some of the highest audiences across any year, as well as outstanding additional value and exciting opportunities across multiple platforms.”

Chocolate firm Cadbury was the first sponsor of Coronation Street beginning in July 1996 and running until 2007. Harvey’s took over stating that the deal would provide national exposure almost every day of the week and that the association with the show would be instrumental in placing Harveys in the hearts and minds of homes throughout the country.

Helen Vinken, Marketing Director at Harveys, commented at the time, “The creative works in harmony with the programme and our brand values to further embody the warmth, charm and everyday humour reflected through both the programme and our stores nationwide.”

The promotions, which air directly before and after the programme and also at the top and tail of the commercial breaks, will run with Harvey sponsor stings until January 2013.

“Over the last five years, ‘Coronation Street’ has been a fantastic alignment for us, but we feel the time has come to look for something new.

“However, having contemplated long and hard about continuing with ‘Coronation Street’, we felt it would be a good time to do something different and we are currently considering a number of options.” Stephen Campbell, managing director at furniture retailer Harveys, said.

Coronation Street is regularly at the top of the ratings across all channels with currently five editions airing across the week.

“Harveys remains one of our largest advertisers and we look forward to continuing to work closely with them going forward.” Simon Daglish, group commercial sales director at ITV adds.

Fellow ITV saga Emmerdale recently changed sponsorship as Tombola, who had sponsored the show since 2009, made way for Bet365 Bingo. Previous sponsors include Daz, Heinz, Calgon and Airwick.

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