TalkTalk has renewed its sponsorship of The X-Factor in a record £30 million (€35m) deal. TalkTalk has moved back to a three-year sponsorship, despite the lowest audience since 2005 tuning in to watch the last series.

The company’s previous decision to move its long-running association with the show to a guarantee of just a one-year extension was interpreted by some observers as signal that The X-Factor was losing its prestige status among big advertisers. However, TalkTalk gets significant mileage out of its wide-ranging association with the show, with the sponsorship proving to be a significant driver of its fast-growing TV service, which has signed up almost one million customers to its YouView-based pay-TV operation.

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