TalkTalk has renewed its sponsorship of "The X Factor" with a new three-year GBP30m deal as Simon Cowell and Cheryl Cole return as judges later in the year. The deal is widely being seen as a sign of
confidence in the show, whose last series saw a dip in ratings. The Guardian
estimates that the television exposure the brand receives through sponsorship idents is worth roughly GBP30m
at rate card and that TalkTalk also gets knock-on association benefits, including the show's tour and mobile auditions.
Read the whole story at The Guardian »