News to sponsor Ant & Dec’s new TV show

  • will be sponsoring Ant & Dec’s Limitless Win, set to air in the New Year
  • Deal is part of the firm’s Search Less, Live More campaign
  • Recent sponsorship of Paul O’Grady’s show has seen ‘encouraging uplifts’ for

Time 3 weeks ago has confirmed it’ll be sponsoring Ant & Dec’s new TV show, Limitless Win.

The primetime show debuts in the New Year and runs for five one-hour long episodes across ITV and ITV Hub. The show features a new format with a limitless jackpot and a money ladder that never ends.

The sponsorship is part of’s ongoing Search Less, Live More brand campaign and follows its headline sponsorship of ITV’s Paul O’Grady’s Saturday Night Line-Up on ITV during the summer, plus the forthcoming Christmas special.

Dermot Kelleher, head of marketing and research at eBay Motors Group, said: ‘We’re delighted to be the headline sponsor of Ant & Dec’s Limitless Win to once again present the brand to millions of primetime television viewers on what is set to be a truly groundbreaking family show.

‘We believe the combination of Ant & Dec’s Limitless Win’s audience reach and premium positioning on peak Saturday evenings will combine to accelerate consumer awareness and consideration of as a place for car buyers to find the car that’s right for them.’

He added: ‘As the proud sponsors of Paul O’Grady’s Saturday Night Line-Up, has already seen encouraging uplifts in brand health metrics, with the show contributing to a significant increase in brand preference, with buyers saying that is a destination they consider for “easy” and “quick” car search.

‘Our investment in television advertising underlines our long-term commitment to our dealer partners by putting their stock in front of even more potential used car buyers.’

James Batchelor's avatar

James – or Batch as he’s known – started at Car Dealer in 2010, first as the work experience boy, eventually becoming editor in 2013. He worked for Auto Express as editor-at-large and was the face of Carbuyer’s YouTube reviews. In 2020, he went freelance and now writes for a number of national titles and contributes regularly to Car Dealer.

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