Three UK Launches New Sponsorship Campaign to Mark 23rd Season of Gogglebox

This Friday 16th Feb sees the return of the nation’s favourite armchair critics as Gogglebox is back for a 23rd season.

As part of its return, Three UK is launching a new sponsorship campaign focused on the various ways we use our phones whilst watching TV.

The campaign is a follow-on from the work Three UK launched in 2022, based on the staggering stat that 90% of us are ‘second screeners’, scrolling through our phones whilst watching TV. This year, the new suite of idents brings this behaviour to life through a series of new relatable mobile moments played out by four British families watching Gogglebox on a Friday night. The spots were directed by Rosie May Bird Smith and feature the famous Craig Crash voiceover for the first time.

Three UK’s multi million-pound partnership with Gogglebox is now in its fourth year and has seen huge success, reaching more than 43 million people (nearly 75% of all adults). Recognition of the idents has grown to 72%, considerably higher than the category norm, and consideration amongst Gogglebox viewers has increased by 8%.

James Sutton, head of sponsorships and activations at Three UK, said, “We’re so excited for the launch of Gogglebox series 23 on the 16th February, and are particularly pleased to reveal our brand new TV idents. Three’s sponsorship of the show goes from strength to strength as we enter our fourth year of the partnership, and we along with Gogglebox fans across the UK, look forward to watching along while second-screening on our mobile phones.”

As part of the launch, Three’s internal agency Generation is creating a comprehensive social approach built from the second screening insight, connecting the Gogglebox cast to creators. They filmed the cast talking about their phone behaviour and edited this as platform-first content. Supporting this they’ve briefed creators to bring these insights to life through humorous skits which connect Three’s Sponsorship of Gogglebox with genuine mobile behaviours. 

Three UK’s latest insight-led campaign around phone behaviour perfectly complements the Gogglebox approach that captures the mood of the nation through TV. The new creative will be revealed tonight at 9 PM on Channel 4 and the sponsorship will also be visible across all Gogglebox series available on Channel 4, E4 and All 4.