X Factor riding high

Samantha Loveday

By Samantha Loveday

September 3rd 2008 at 5:33PM
X Factor riding high

Now into season five, talent show is still a big draw with new licensing deals struck.

The X Factor is continuing to pull in some pretty major audience figures for ITV1 on Saturday nights - and the licensing programme is going from strength to strength too.

The first episode of series five attracted an audience of 10.19 million viewers on August 16th, which was 48.2 per cent of the total television audience - the highest rated series launch of the show so far.

The Carphone Warehouse on-air and off-air sponsorship package is entering its second year, covering broadcasts on ITV1 and ITV2, plus sponsorship of the official X Factor website.

And the popularity of the merchandise is showing no signs of waning either, with FremantleMedia Enterprises adding new licensees to the programme which already encompasses the likes of beat sticks, board games, footwear, fragrances and personalised products.

Aykroyds & TDP Licensing are the latest to come on board for apparel including underwear and nightwear for both children and adults. Product will be available from 2009.

Target categories for FME include stationery, apparel, housewares, gifting, partyware, jewellery and confectionery.

Meanwhile, FME is continuing to boost the Britain's Got Talent brand following the success of the second series earlier this year. A board game from Drumond Park is already available, while a magic set is due shortly.