Media Update: Reflected glory

PEUGEOT 106 is to sponsor the two-part Prime Suspect II, the detective drama starring Helen Mirren that swept the Bafta awards this year. Peugeot is paying pounds 250,000 for the privilege of sponsoring the follow-up because 'like the principal character of Prime Suspect II, the stylish Peugeot 106 has the confidence to make its own way in a challenging world'. ITV, which is stepping up its efforts to woo advertisers, claims that Croft Port increased sales by 50 per cent after sponsoring Rumpole and sales of Beamish Stout (in cans) rose by 150 per cent after its linking with Inspector Morse.