LONDON, UK – 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 to 15 second spot riffs on familiar This Morning formats and tropes, delivering quick-hit humor and high recognition, culminating in Go.Compare’s iconic mustache 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.
Go.Compare’s branding will also appear across “This Morning’s” program pages on ITV.com and STV.tv, including sponsor buttons. The sponsorship also covers two ITVX homepage takeovers with production support, twelve monthly ad tiles, and two full app takeovers.
Additionally, Go.Compare will sponsor the “This Morning” mobile app, with its logo visible on every page header. Eight bespoke social media posts will run on official program pages across Facebook and Instagram.
Joshua Tumbridge, Head of Brand and Campaigns at Go.Compare, said: “This Morning is a much-loved staple of British daytime television that’s watched by a huge number of households daily.
“This is an exciting opportunity for Go.Compare to connect with consumers – we are all about helping people make informed decisions about their finances and this aligns well with some of the practical segments that are regularly featured on the show. We’re proud to be working with ITV and the This Morning team, bringing the joy and energy of the Go.Compare brand to an iconic daytime TV show.”
Tom Cornell, Chief Investment Officer at Hearts & Science, added: “We know TV sponsorship helps strengthen brand health, particularly when it comes to consideration. This Morning has a deeply loyal and engaged audience, and provides a strong platform for a brand focused on household value and decision-making. It reaches people in meaningful moments and builds Go.Compare’s positioning as a financial partner that helps make savvy decisions.
“Working closely with ITV has meant we’ve been able to amplify the sponsorship with a mix of linear and digital activations, especially with YouTube, so Go.Compare can reach both traditional audiences watching live, and those who are more active online.”
Bhavit Chandrani, Director of BE Studio, ITV said: “This Morning is one of the most well-loved program in the country and I’m thrilled to welcome Go.Compare as the new sponsor next month.
“As ever with our branded entertainment work at BE Studio, this partnership is truly multi-platform, covering all of the different ways that engaged viewers interact with This Morning, and it’s really exciting to add YouTube into the sponsorship mix, marking a first for the show.”
