Wednesday, September 21, 2011

Domino’s pull plug on ITV deal

February 21, 2011 by Ian  
Filed under All News, Domino's Pizza, General News

Domino’s Pizza has decided against sponsoring the popular ITV1 show Britain’s Got Talent this year after the pizza delivery expert described the amount wanted by the channel in exchange for sponsorship as “outrageous”.

The pizza giant had previously sponsored the talent show which regularly pulls in massive audience figures. However Domino’s last week announced that they would not be “going forward” with a sponsorship deal with the TV channel this year.

Despite reporting an increase in pre-tax profits by 27% last year to £38 million, the pizza delivery expert decided to pull the plug on a sponsorship deal with Britain’s Got Talent because of the large figure they were reportedly asking for. Domino’s have not revealed exactly how much ITV were holding out for.

The first seven weeks of 2011 have signalled a slowdown in growth for Domino’s to 4.7% which is down on the same period last year when the pizza giant reported growth of 11.4%. It’s been suggested that the slowdown in growth over the last few weeks could have come as a result of the end of prime time Saturday night TV shows such as Strictly Come Dancing and X-Factor.

Domino’s investment in online services and iPhone apps helped contribute to the increase in profits last year. The pizza takeaway provider is hoping to build on this success in 2011 by launching a number of new online services.

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