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Coronation Street to open its own Costa Coffee and Co-op stores in landmark product placement deal Coronation Street to open its own Costa Coffee and Co-op stores in landmark product placement deal
(about 2 hours later)
Coronation Street is set to get its own Co-op supermarket and Costa Coffee branch in a landmark product placement move.  
Viewers of the ITV soap will see both stores open on the street this spring. Coronation Street is set to get its own Co-op supermarket and Costa Coffee branch in a landmark deal that will see shop fronts appearing on a show as product placements.
Co-op's and Costa Coffee's facade will be seen on the show, alongside branded posters, bags and cups used by Coronation Street characters. Viewers of the ITV soap will see both stores open on the street this spring.
ITV did not disclose the amount agreed in the product placement deal with Costa and Co-op. Co-op's and Costa Coffee's facades will be seen on the show, alongside branded posters, bags and cups used by Coronation Street characters.
ITV did not disclose the amount it would be paid under the deal.
“Coronation Street is all about community life and the Co-op is a retailer at the heart of local life and being close to the customer, which makes this a perfect match”, said Co-op’s customer director Alison Jones.“Coronation Street is all about community life and the Co-op is a retailer at the heart of local life and being close to the customer, which makes this a perfect match”, said Co-op’s customer director Alison Jones.
Costa Coffee’s UK and Ireland commercial marketing director Eric Tavoukdjian said the chain was “delighted to be welcomed to the famous cobbles of Coronation Street as part of this innovative partnership with ITV”.Costa Coffee’s UK and Ireland commercial marketing director Eric Tavoukdjian said the chain was “delighted to be welcomed to the famous cobbles of Coronation Street as part of this innovative partnership with ITV”.
Product placement was first introduced in 2011, but Ofcom rules stipulate restrictions on what can and can’t be promoted. Product placement was first allowed on UK TV screens in 2011. Broadcast regulator Ofcom’s rules stipulate what can’t be promoted within programmes, for example: cigarettes, alcoholic drinks, gambling products and baby milk.
Cigarettes, alcoholic drinks, gambling products and baby milk are just some of items that can’t be product placed in UK programmes. ITV reported a 9 per cent fall in advertising revenue in the first three-quarters of last year and announced the appointment of Dame Carolyn McCall, formerly of easyJet, as its new CEO in July. Ms McCall started her new role earlier this month.
ITV is looking for a boost after it reported a 9 per cent fall in advertising revenue in the first three-quarters of last year. A surge in online viewing figures could reassure ITV’s new chief executive that Co’op’s and Costa Coffee’s products will be seen by a growing number of viewers
The broadcaster hired Dame Carolyn McCall, formerly of easyJet, as its new CEO in January.  
A surge in online viewing figures could give the new ITV boss confidence in the deal, with ITV seeing 21 million viewers registered to its online player “ITV Hub” as of November.