The latest insurance sector MSM sponsorship news for you;
Hearts & Science has brokered a new partnership between Go.Compare and ITV’s This Morning, one of the UK’s most-watched daytime TV programmes.
The year-long sponsorship runs from September this year to August 2026 and aligns with Go.Compare’s goal to further cement its reputation as a trusted financial companion. This Morning’s viewership aligns with Go.Compare’s target audience, with both sharing a joint ambition to ensure everyone can make savvy financial decisions.
The cross-platform deal covers broadcast – including 10 editorial sponsored segments – VOD, in-app and social platforms, including YouTube for the first time. It will give Go.Compare a total of 180 seconds of branded content every weekday across linear and on-demand channels to include ITV HD, ITV+1. In addition, 10-second idents will run around free-streamed episodes on ITVX and STV Player, with short-form content on their apps.
Creative has been developed by DRUM, working with Stephen Pipe and Tantrum Productions, to inject Go.Compare’s trademark warmth and wit into the sponsorship, with a series of 18 idents starring This Morning regular and ITV Daytime’s live competitions presenter, Kate Lawler.
Set on the fictional ‘Savvy Street’, the idents follow Kate as she pops up in unexpected places during a mock outside broadcast, all to celebrate the savvy residents making clever choices to start their day.
Each 5–15 second spot riffs on familiar This Morning formats and tropes, delivering quick-hit humour and high recognition, culminating in Go.Compare’s iconic moustache proudly appearing on residents’ faces with Kate cheering them on as their ultimate fan.
The tightly integrated creative bridges the brand with the show’s tone and audience, reinforcing Go.Compare’s role in helping viewers feel smart, savvy, and in control.
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