Integrated sponsors announced for new season of I’m A Celebrity… Get Me Out Of Here!

I'm a Celebrity

Rod Prosser: “We have seen an unprecedented level of positive feedback.”

While the launch of I’m A Celebrity… Get Me Out Of Here! revealed the new lineup of celebrities heading into camp, Ten has now also revealed the brands entering the jungle for its 10th season.

ahm Health Insurance, Bedshed, Mahindra, McDonalds, Nature’s Own, Surf and more will swing through the jungle this season.

Rod Prosser, chief sales officer at Paramount Australia, said the new hosting partnership with Robert Irwin and Julia Morris has piqued the market’s interest.

“We have seen an unprecedented level of positive feedback,” he said.

“This season we’re going to harness the incredible star power of Australia’s newest ‘it’ couple, with Robert and Julia collaborating on integrated brand content, in unique and entertaining ways.

“We’re excited to welcome our valued existing partners back to the jungle as well as a suite of new brands who are thrilled to work with us and take content integrations to the next level.”

Tamar Hovagimian, head of integration and partnerships at Paramount Australia, said an emphasis on entertainment and innovation will be present this season that will bring partner brands to life in creative and authentic ways.

“We’re continuing to focus on broadcast innovation this season with the launch of our very first scan ID, plus exciting digital extensions including a content series, opportunities for voting partnerships, as well as market-leading digital ad products.

“And we know that layering premium show integrations with our top-tier ad products delivers even bigger results because we have the research to prove it.”

The six-year Science of Sponsorship research study conducted by Paramount with the Marketing Scientist Group showed that the layered effect of fully integrated sponsorship, including billboards, a bespoke TVC and in-program integration lifted unprompted recall 167% more than a standard TVC alone.

In addition, results showed an 8% lift in brand awareness, 14% lift in brand consideration and a 56% lift in purchase intent.

See also: I’m A Celebrity… Get Me Out Of Here! 2024: Meet the cast

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