ITV will broadcast Camelot’s Lotto show in the middle of its busiest spot on a Saturday night, expanding the reach of the lottery across the UK.
A 90-second slot will air this Saturday (14 April) informing the public of the move and teasing competitions in the following weeks where cash prizes will be made available. It will debut during Britain’s Got Talent.
The new partnership will run in conjunction with current National Lottery results-checking options. This includes the voiced draw result captions on BBC One four nights a week and live draws on The National Lottery’s own digital channels.
Hayley Stringfellow, head of brand marketing at Camelot, said: “We’re hugely excited by this innovative commercial partnership. One of the outcomes of our recent strategic review was to make The National Lottery and its purpose far more relevant and visible – so what better way to do this than by partnering with ITV to deliver the results during some of the most popular primetime shows?"
Simon Daglish, deputy managing director at ITV Commercial, added: “The National Lottery has been a big part of Saturday nights since 1994 and we’re delighted to be bringing the Lotto results to viewers during ITV’s flagship Saturday night entertainment shows. This new partnership is a natural fit to make our biggest audiences aware of The National Lottery’s work.”
The move comes after Camelot called a review of its above the line advertising business for The National Lottery, with incumbent agency AMV BBDO invited to pitch after 15 years on the account.