Viking River Cruises pulls sponsorship of Broadchurch to avoid burning boat scene

The luxury cruise ship company temporarily suspended their adverts following dramatic plot developments in Monday night's episode

When episode three of Broadchurch aired last Monday night, observant viewers were left wondering what had happened to the Viking River Cruise endorsements before and after each advert break. 


The company – who had sponsored David Tennant and Olivia Colman’s detective drama for the first two episodes – pulled its on-screen sponsorship following dramatic scenes of a burning boat aired during the hour-long broadcast. 

Some of the seven million viewers who tuned into Broadchurch kept their detective hats on during the advert intermission, pointing out on Twitter that the cruise ship company’s presence had disappeared. 

Wendy Atkin-Smith, Managing Director of Viking River Cruises UK, told the Independent, “We did pull our sponsorship from Monday’s Broadchurch, having received an outline of the sensitivities around the content of the episode, ahead of airing on Monday.”

Meanwhile, ITV has said the move to suspend sponsorship was taken following a discussion between the two parties with regard to the “forthcoming sensitivities” in this week’s episode.

But if there are any fans out there worried about missing their regular glimpses of the luxury vessels, fear not, the adverts will be returning next week following reassurances that there would be no more boat-related blazes in future broadcasts. Phew. 


To discover more about the beautiful Dorset scenery in Broadchurch, click here