CTV’s daytime talk show The Marilyn Denis Show has confirmed CIBC as its second major sponsor.
Developed by the CTV Brand Partnerships unit, the sponsorship includes a monthly on-air segment in which CIBC personalities, including personal finance expert Jamie Golombek, will provide viewers with advice on everything from financial planning to budgeting and money management. The first segment will air Feb. 1.
Kevin Dove, senior director of external communications and media relations for CIBC in Toronto, said that the sponsorship would serve a variety of marketing purposes for the financial institution, including bringing the concept of financial advice to life for people “in a way that’s very accessible and understandable,” enhancing its brand reputation by reinforcing that it is focused on what matters to Canadians, and leveraging an interesting medium to “establish CIBC as a leader in providing financial advice to Canadians.”
The Marilyn Denis Show has been a ratings success for CTV since its Jan. 10 debut. It is currently the country’s top-rated daytime show, averaging 242,000 viewers 2+ according to BBM Canada.
The show’s other major sponsor is Sears Canada, whose sponsorship package includes branded fashion segments and room makeovers featuring its products as well as traditional brand-sell spots and online elements.
