Viking River Cruises Suspend Broadchurch Sponsorship Over Boat Burning Scenes

Fans watching episode four of Broadchurch on ITV on Monday night spotted that something was missing from their usual viewing experience this week - the Viking River Cruises sponsorship messages that bracketed each ad break.

It emerges that Viking River Cruises made the decision to pull their ads temporarily following the broadcast of dramatic scenes at the end of epiosde three and start of episode four of a burning boat out at sea. The company reacted following negative tweets linking the onscreen scenes with the cruise experience. 

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."

Broadchurchcreated for ITV by Chris Chibnall and starring David Tennant, Olivia Colman and Arthur Darvill, follows the events surrounding the brutal murder of a young boy in a small seaside town. Viking River Cruises will continue to sponsor the series from next week. Episode five will be shown in ITV on Monday 1st April from 9pm.