The first show will launch on Monday, 31 May, guest presented by Peter Andre. His guest on the show will be friend and X Factor judge Louis Walsh. The show, which comes from the makers of the Paul O'Grady show, will feature celebrities and will be filmed in front of a live TV audience.
The Anglian Home Improvements sponsorship deal brokered by All Response Media will run until the end of July. Audience prediction figures for The 5 O' Clock show will deliver a cumulative total of 20 million adults, including 1+, for the duration of the sponsorship.
The series of bumpers for the show will feature comedy skits including Anglian's brand character in full armour drinking tea.
Anglian Home Improvements marketing director Martin Troughton said: "We wanted to warm up the brand and this association is ideal to achieve an improvement in our spontaneous recall and show the more human side of our brand."
Kris Archer, account manager at All Response Media, said "This TV sponsorship represents a real opportunity for Anglian Home Improvements to create a deeper brand engagement with their customers, whilst delivering a better ROI on a channel they have supported for years."