Baileys stepped into Ferrero's footsteps this week as the new sponsor of Desperate Housewives on C4. Idents featuring the Diageo brand will be shown before and after ad breaks throughout the sixth series, which ends in June, to ensure high visibility for the brand's core 18 to 49-year-old female audience. The liqueur will also benefit from a separate £1m push from 8 March to cash in on Mother's Day and Easter.