Car insurance for women brand Sheila's Wheels has signed a deal with ITV to sponsor the popular afternoon chatshow Loose Women.
Brokered by international media agency Carat, the agreement extends the motor insurance firm's television involvement to a terrestrial channel, and adds to their current support of Grey's Anatomy on Living TV.
Loose Women is fronted by a number of presenters including Kaye Adams, Carol McGiffin and ex-Corrie favourite Sherrie Hewson, and combines heated debate, hot gossip and the latest news with a wicked sense of humour. It has proved increasingly popular over the last few years and is now in its ninth series. Viewing statistics revealed that in 2005 the show attracted a 20% share of the female audience and had, at its peak, 1.3million viewers per day.
Krane Jeffrey, Carat's sponsorship manager who arranged the deal with the car insurance for women firm, said, "This natural association with Loose Women provides an ideal terrestrial TV platform for targeting a female audience, and the spirited nature of the show is absolutely in keeping with the fun and energetic brand ethos of Sheila's Wheels."
More information about Loose Women can be found at www.itv.com.