Kia to sponsor Sky1 award-winning comedy series Modern Family

To mark the launch of the new Kia Rio, Kia Motors U.K. has confirmed that it has secured full broadcast TV sponsorship with the Sky1 Golden Globe and Emmy award-winning comedy, Modern Family. This is one of the world's biggest comedy shows, with a U.K. reach in excess of 3.7 million families per episode and sponsorship activity expecting to reach over 9.4 million individuals.

The sponsorship will showcase the new Rio in 15 and five-second 'bumpers' placed between the commercial breaks. With a high-quality and theatrical feel, the bumpers will highlight the transformed exterior, advanced safety features and new levels of quality that come with the new Rio. The bumpers will also allude to the characters from the show with a quirky, humorous reveal. The 15-second bumpers will further strengthen the Rio model name as they contain an end-line voice-over; 'Modern Family on Sky, brought to you by the all new Kia Rio'.

David Hilbert, Marketing Director at Kia commented on the sponsorship with Sky1, "Modern Family fits in well with the Kia brand and is a perfect way for us to engage with a family audience to highlight the attributes of the new Kia Rio. This is the first time that we have worked alongside Sky and we are looking forward to further successes through the year."