CIBC has signed on as the financial sponsor of the Marilyn Denis Show, trying to win over the large audience the daytime talk show host has been reaching since returning to TV earlier this month.

The 12-month sponsorship deal ensures CIBC will be included in a monthly money segment, with financial experts offering advice on money management, saving and budgeting, Kevin Dove, senior director, external communications, tells MiC.

The agreement was attractive, Dove added, because it gives the bank the opportunity to ‘enhance the CIBC brand by reinforcing that we are focused on what matters to Canadians and leverage an interesting medium to continue to establish CIBC as a leader in providing financial advice to Canadians.’

The sponsorship was created by ZenithOptimedia’s Toronto office and the CTV Brand Partnerships group.

The Marilyn Denis Show airs weekdays on CTV at 10 a.m. and streams live on Marilyn.ca.