Camelot, the operator of the UK National Lottery, has secured a commercial deal with ITV to broadcast the lottery results during the channel’s primetime Saturday evening programmes. Saturday 14 April 2018 will be the first airing of the new 90-second results slot during Britain’s Got Talent.
Simon Daglish, Deputy Managing Director at ITV Commercial, said: “The National Lottery has been a big part of Saturday nights since 1994 and we’re delighted to be bringing the Lotto results to viewers during ITV’s flagship Saturday night entertainment shows. This new partnership is a natural fit to make our biggest audiences aware of The National Lottery’s work.”
Hayley Stringfellow, Head of Brand Marketing at Camelot, commented: “We’re hugely excited by this innovative commercial partnership. One of the outcomes of our recent strategic review was to make The National Lottery and its purpose far more relevant and visible – so what better way to do this than by partnering with ITV to deliver the results during some of the most popular primetime shows.”
The lottery suffered a fall in sales in 2016/2017 and Camelot undertook a strategic review in 2017 with a number of initiatives being announced.
The Commons Public Accounts Committee (PAC) has also been assessing the lottery’s payments to good causes and the profit made by Camelot. PAC’s chairman Meg Hillier claimed, “Raising money for good causes is one of the founding principles of the National Lottery but this objective is under threat.”