Tetley's back on the telly

Tetley's is back on TV with an 18-month sponsorship deal with ITV4, according to brand owner Carlsberg.

Speaking exclusively to The Publican, the company said it will show a Tetley's-branded ident before and after each show on the channel with the exception of films, revealing that Tetley's will be seen, on average, eight times an hour.

"The multi-million pound deal will result in more than 40 hours of sponsored on-air coverage per week on a channel that regularly pulls in over 250,000 viewers," said the brewer.

Paul Davies, director of brands & insight at Carlsberg UK, said: "To secure a sponsorship deal of such high profile is hugely exciting news for Tetley's and the ale category in general. We firmly believe that this sponsorship will help invigorate sales of both Tetley's Cask and Smoothflow.

"Carlsberg UK is investing £5m into the ale category through Tetley's over the next 12 months and this is a great way to launch this activity."

Carlsberg UK communications manager Adam Withrington added: "In a declining market the Tetley's brand has been performing solidly.

"Carlsberg has noticed there are significant opportunities for growth in the ale category and believes that investment is the best way forward.

"Over the past year we have invested in Tetley's cask by bringing back the Tetley's Huntsman and have invested in local marketing in the Yorkshire region. This went very well and got great feedback from consumers. So now we are continuing this investment, but on a national level."

The Tetley's activity will hit the nation's TV screens from the beginning of October.