ITV’s new courting present ‘My Mum Your Dad’ scores with midlife advertisers

JD Williams has a long run partnership with My Mum Your Dad presenter Davina McCall, so the model’s sponsorship of her new midlife courting present was a no brainer. McCall is definitely a success with the one dads: one contestant requested whether or not Davina was “off the desk”?

With three advert breaks through the hour, viewers are doubtlessly uncovered to eight rounds of House337’s idents. Fortunately they’re fairly vigorous, though something can get tedious after an excessive amount of publicity. You additionally should know what JD Williams even is – apparently it’s a direct dwelling procuring firm and its viewers is 45-65 12 months outdated ladies.

JD Williams’ idents are quite a bit higher than among the advertisements within the present. Predictably, manufacturers like Boots’ listening to aids, Corsodyl lively gum restore, Gaviscon double motion, Activia gut-friendly yoghurt, No7 Future Renew skincare, Sofology (with midlifer Helena Bonham Carter), and Purina cat meals have all purchased into the present.

Zara Ineson, ECD at Home 337, stated: “Society has all of it fallacious, pondering midlife ladies are previous it and out of contact, however in actuality, they’re on the market courting, making an attempt new issues, swiping proper and principally strolling City Dictionaries in terms of love lingo. JD Williams sponsorship continues our long-term model mission to flip the script on midlife, as a result of we owe it to ourselves to make that subsequent chapter an thrilling prospect, proper?”

Loads of different advertisers have additionally seen the sunshine about midlife viewers, together with McDonald’s, KFC, Tesco, Dior, Dairylea, and EE Broadband. In a single day viewing figures for the primary episode have been a modest 1.5m, however the present has been a success with reviewers and on social media so the numbers might construct. The present’s twist – that the younger grownup children are doing Large Brother type surveillance on their mother and father – may assist broaden the viewers.