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ZPG's uSwitch has partnered with ITV, Syco Entertainment and FremantleMedia to sponsor Britain's Got Talent where it will look to build the brand's profile.

USwitch, sister company also to Zoopla, Money and PrimeLocation, will use the time to enforce that it can help consumers save money on gas, electricity, broadband, TV, phone, banking and other products.

Attracting the brand to the sponsorship was Britain's Got Talent's mass appeal, an average of 9.5 million viewers per episode, which peaked at 13 million. Creative and idents will be leveraged to help get the message across in an engaging manner.

Gareth Helm, chief marketing officer at ZPG, said: “We’re delighted to be partnering with ITV on one of their biggest shows. This is an excellent opportunity for us to further build the uSwitch brand and help the nation understand how they can save hundreds of pounds a year off their household bills in a matter of a few minutes.”

Mark Trinder, commercial sales director at ITV, added: “We’re looking forward to welcoming uSwitch as the new sponsor of one of the nation’s most-loved programmes and bringing their brand to millions of viewers through the power of TV.”  

The show is returning for its 12th series on ITV later this year.