Banking biggie sponsoring HGTV block

And TD Canada Trust's own personal finance expert is starring in vignettes on Monday-night series geared to viewers who are buying or renovating for the first time.

TD Canada Trust has begun sponsoring HGTV’s popular 8-11 pm Monday-night fare aimed at first-time home buyers and renovators. Now dubbed TD Canada Trust First Timer Mondays, the program block includes Home to Stay, House Hunters, Property Virgins and Find your Style (whose host, Karen McAloon, is pictured).

In an unusual but logical move – given that the viewing demographic may well be seeking financing – TD Waterhouse personal finance expert Patricia Lovett-Reid is starring in 30-second TD Canada Trust brand vignettes that speak directly to ‘first timers’ intermittently during the three-hour block.

Upcoming TD Canada Trust involvement will include viewer contests, plus TD Canada Trust’s presence on HGTV’s website. The vignettes were developed in-house at HGTV with collaboration from Toronto’s The Media Company.