The retailer said it would use its Bikehut brand for the deal, which spans 55 hours of coverage across ITV1, ITV2, ITV3 and ITV4 and is expected to reach more than 1 million adults.
Halfords will use the deal, which gives it special slots either side of the ad breaks, to showcase four premium bikes from its exclusive ranges at Bikehut. These include two bikes from the new Boardman collection, its own-brand Carrera Vanquish road bike and the GT iDrive mountain bike.
Halfords head of marketing Lynn Hayzelden said: 'We understand that detail is important to passionate cyclists. Our premium bike ranges give the cycling enthusiast technical specs to obsess over and we wanted to reflect this.'
The ITV web site will also carry a link through to Halfords.com.