UKTV and Find My Past in product placement first

UKTV has signed what it claims is the first ever product placement and advertiser funded programming (AFP) deal for a factual series with family history site


The “seven figure” deal will see a new branded genealogy programme, Find My Past, appear on Yesterday from October.

The website will feature in front of screen exposure in each episode, as three members of the public use the service to connect themselves to well-known historical events such as the sinking of the Titanic and the evacuation of Dunkirk.

UKTV’s head of commercial partnerships Sally Quick says the programme is Yesterday’s highest volume commission to date. has sponsored the channel since July last year.

Quick adds: “Our strategy is to integrate further product placement deals with AFP as this combination is more effective and provides bigger clout. UKTV is very much open for business in this area.”

The programme will be supported with an above the line marketing campaign, a dedicated microsite and unique content on

Yesterday has a 0.7% share of the British television market and reaches an average 5.4 million viewers a week, according to industry research board BARB.

Readers' comments (1)

  • I have just watched "Who Do You Think You Are" featuring Natasha Kaplinski's family.I feel the advertisements in the commercial breaks for "Find My Past" are wholly inapproriate, unfunny and often sexist and trivailise the moving content of these programmes.
    Please, please commission some more appropriate advertisements as the current ones are embarrassing and would certainly encourage me to use the services of "Find My Past."

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