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SBD Global/August 22, 2012/Media

Channel 4's Paralympic Ad Slots Are Attracting A Lot Of Advertisers

Tesco, Apple and Google "are among more than 50 non-Olympic-sponsor brands" who have bought ad packages around Channel 4's coverage of the Paralympic Games, according to Maisie McCabe of MARKETING MAGAZINE. Other brands include Auto Trader, Aviva, B&Q, Colgate, Comet, Gocompare.com, Kellog, Land Rover, Mars, Renault, Tropicana and Volvo. Freeview's "Summer of sport" TV ad is airing during Channel 4's pre-Paralympic programming and is "likely to feature during the Games Opening Ceremony next week." Channel 4 has divided its slots around the Paralympics "into mixed packages of eight-10 spots, which include both daytime and peak shows." Carat Head of Media Investment Adrian English said that brands have been attracted by the legacy of the Olympics. English: "We think that the Paralympics will perform strongly from a viewing standpoint, so it is a smart buy" (MARKETINGMAGAZINE.co.uk, 8/21).
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