.
The popularity of Ten Network Holdings Ltd’s (ASX:TEN) MasterChef program is showing no signs of slowing, with reports the third season could generate an extra 50 per cent in sponsorship revenue this year.
According to the Australian the network has secured three new broadcast and digital sponsors, Qantas Airways (ASX:QAN), Mitsubishi Motors and MasterFoods, in addition to returning sponsors.
Industry sources have estimated that last year’s sponsors paid between $2.5 million and $3.5 million to be a part of the program.
The paper reports that the successful cooking show could receive over $35 million in sponsorship this year, boosted by premium advertising packages and short-term advertising spot sales.
Masterchef returns to the Ten Network on 1 May.
In the 2010 financial year Ten reported a net profit of $150 million.
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