the home of food commercial opportunities the home of food commercial opportunities commercial...
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The Home of Food
Commercial Opportunities
The Home of Food
Commercial Opportunities
• Commercial Airtime• Innovation in the ad break• Sponsorship• Online • Partnerships• Events• Cross Media
The Home of Food
Source: BARB/Infosys/IPA
0
1
2
3
4
5
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
Year
Total number of hours per day
Total TV Commercial TV
Contrary to what some may say, TV’s popularity is on the increase
The Home of Food
Average media hours per week per person
26.7
0.2
7.8
1.0
3.7
6.5
0
5
10
15
20
25
30
Hours
TV Cinema Radio Magazine Newspaper Internet
Source: TGI Q4 2008. Base: All Adults
We still spend the most time watching TV
Only 1% of the UK population never watch commercial TV
The Home of Food
TV costs per thousand have fallen in real terms
70
80
90
100
110
120
130
140
150
1985 19861987 19881989 199019911992 19931994 199519961997 19981999 20002001 200220032004 20052006 20072008
Real cost per thousand (1985 = 100)
TV advertising has never been better value
The Home of Food
“TV is 42% more effective now than in the 1980’s”
“The effect of TV on market share seemed to increase substantially with the launch of satellite TV in the UK, and has increased
further over the last decade”
On average, a £1m increase in TV marketing investment yields a £4.5m in sales; out of all media, TV has the strongest correlation with large brand values...
“Campaigns that have used TV have significantly outperformed those that have not”
Sources: Marketing in the era of accountability; Les Binet & Peter Field & Thinkbox:
Marketing in the era of accountability
The Home of Food
Source: TGI Q4 2008; index 100 – average GB adult
Channel 4 viewers and their relationship with food
50
100
150I eat a lot of desserts
I enjoy eating foreign food
I often eat in good restaurants
I like to eat take-away meals
I get a lot of pleasure out of food
I like to try new recipes
I eat a lot of breadI like to try out new food products
I buy free range products whenever I can
I often eat between meals, I keep eatingsnacks
Our family spends a lot on food
Yes I'm a gourmet
I often ask friends over to eat
Average GB adult C4 1st fav and no other
Index
The Home of Food
The scale of our food programming
207,000
1,090,000
1,135,000
1,582,000
3,300,000
2,900,000
3,400,000
0 1,000,000 2,000,000 3,000,000 4,000,000
Delicious
Observer Food Monthly
BBC Good Food
Good Housekeeping
Ramsay's KitchenNightmares
F-Word
Come Dine With Me
The Home of Food
Airtime Opportunities
• Food Season January • Come Dine With Me• Heston’s Feast• Raising The Bar – Willie’s Chocolate Revolution• Jamie’s America• F Word • F Word week• Kitchen Nightmares• Kitchen Nightmares USA• River Cottage• New Vehicle Pilots ie Two Black Ladies
The Home of Food
And remember…
• Alternative time slots
• More 4
The Home of Food
Want to get onto Telly ?
We Can Help !
The Home of FoodWe Want To Remove The Biggest Barrier
The Home of Food
How ?• We have created a £1 million subsidy to fund or co-fund commercial production
• Scaled by level of investment in media, this could be up to £100,000 on any one project
• C4 will provide all the expertise and assistance that the advertiser may need
• If required, we are happy to work with independent media consultants to establish a ‘fair cost’ for airtime
• If appropriate, we can also offer online (plus possible prod subsidy) and TV & PC VOD
The Home of Food Qualification
• New to TV advertisers or lapsed for a good few years
• Unencumbered by any airtime contract
• New and incremental money to the C4 Corporation
• At least 50% of TV budgets to be spent with C4 for an agreed period
The Home of Food
Innovation In The Ad Break
The Home of Food
Break the rules, change the context
The Home of Food
The Home of Food
Prior and post transmission, the live
ad generated buzz
To date there have been over 300,000 views of the Honda Live Ad on YouTube
post transmission
The Home of Food
Grand Designs Break
The Home of Food
Advertising AwarenessSummary – Combined Awareness of all adverts
Non Viewers Viewers
Q1/Q3: Spontaneous and Prompted Awareness – Sunday night
52 60
Q2/Q4B: Spontaneous and Prompted Awareness – past week
43 56
= significantly different to non viewersSource: SPA Research
The Home of Food
= significantly different to Non-Themed Breaks
Audience retention across breaks in Grand Designs on Channel4 (inc. +1)
89
100
81 80 7977 7973 74 74
0
20
40
60
80
100
To next part of programmeto 1st minute of breakto 2nd minute of breakto 3rd minute of breakto 4th minute of break
% Audience retention (Inds in MCH)
Themed Breaks Non-Themed Breaks
The Grand Designs themed break had a higher audience retention than the non-themed breaks broadcast during the programme
Source: BARB, period 4th – 9th May 2008
The Home of Food
Ad recall was high“I remember Dyson was the first ad…”
Female 18-24 London
Stickiness to the break increased “I’m really interested in design so I made sure
I watched all the way through” Male, 35-
44, London
Halo Effect“The Smart car is much better designed than I
thought” Male, 18-24, Coventry
Viewers engage more highly with themed breaks
The Home of Food
The Home of Food
Higher attention“They sometimes reveal the answer in the ad – so I listen out for it” Female, 25-34, Coventry
Leveraging Trust“Film 4 wouldn’t pick just any film”
Male, 35-44 London
“More 4 knows that it has a very particular type of viewer, it would definitely tailor the competitions”
Male 35-44, Coventry
Acts as a reminder or prompt“It would probably remind me that I wanted to see the film” Female 25-34,
Manchester
The Home of Food
FilmFilm4Promos
Adverts Spon Bumper
9pm every night on Film 4
Your food spot here
SponPromoAdsSponConventional break
The Home of Food
Stalking The Audience
Narrative Scheduling
The Home of Food
Competitions
Recipe through the programme
Preview spot
Retail Tie-Up
INNOVATION
Themed Break “The Perfect Meal”
Live Cooking Ad