The X Factor joins forces with Samsung in new product placement deal

The UK version of The X Factor has secured a product placement deal with Samsung Electronics.

“We’re excited to be working with ITV and FremantleMedia Enterprises on this partnership for The X Factor. We pride ourselves on our devices being innovative and industry-leading so the fact this is a ‘first’ fits perfectly with our own ethos and ambitions as a brand.” – Avikar Jolly, the head of brand & communications at Samsung Electronics UK and Ireland

The deal will see Samsung products such as smartphones and tablets appear on the programme, as well as a dedicated The X Factor Android app for the new Samsung Galaxy Note 2 being launched.

The partnership between ITV, The X Factor, Freemantle/Syco and Samsung ensures the South Korean electronics brand will have a presence on the show and across its companion websites. Samsung will also have a presence on spin-off show The Xtra Factor which airs on ITV2, as well as on the show’s Facebook page and Twitter feed.

The partnership will be supported by Samsung-branded digital display activity across The X Factor website. It is the ITV1 show’s first product placement deal after Ofcom introduced new rules last year, allowing commercial brands and products to appear on certain shows.

Samsung devices will appear on the show for the first time this Saturday as the Judges’ Houses stage of the competition gets underway.

“We are delighted to be working with Samsung and this initiative is a key part of a wider and integrated multiplatform partnership. Editorial integrity remains at the heart of what we do, and we feel this is an excellent brand fit.” – ITV sales director Mark Trinder