Coronation Street has those annoying meerkats, Britain’s Got Talent has Morrisons, and now Downton Abbey will have Tesco Finest sponsoring the ITV drama. It marks a first in TV sponsorship for the brand, which replaces the previous sponsor P&O Cruises.
 

The deal will begin on the upcoming fourth series and will cover broadcast, mobile and online platforms. Marketing director at Tesco, David Wood, said: “We are really excited to be working with Britain’s best loved drama. Downton Abbey is a great brand fit for Tesco Finest. The show is well crafted, authentic, and inspiring. The partnership will build on these fundamental elements, bringing them to life across multiple platforms as we gear up for an exciting few months for Finest.”

Downton Abbey (made by Carnival Films) has collected a clutch of awards since its debut in 2010 and consolidated with 12m viewers and a 40% share of the audience during its third run.

Shooting wrapped on the fourth series at the weekend at Highclere Castle and Ealing Studios.

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