Search engine Ask Jeeves is to sponsor the new series of ITV’s Who Wants to be a Millionaire? in a multi-million pound marketing strategy designed to lure internet users away from rival search engines such as Google.
Ask Jeeves hopes to take advantage of Millionaire’s 4m-plus audience as well as the similarity between Ask Jeeves’ question-and-answer style of searching and the show’s quiz format. The company will have 80 seconds of advertising space around each of the show’s nine episodes.
The arrangement is Ask Jeeves’ first sponsorship deal for several years. Since relaunching its ad campaign, and reintroducing PG Wodehouse’s butler Jeeves in April, the search engine claims to have seen a 20% year-on-year increase in searches.
StrategyEye's related categories: Search - Web, Broadcasters - Terrestrial TV, Advertising Delivery - Broadcast
