Menu
Media

Channel 4 Does Not Expect An Advertising Boost Due To Paralympic Games

British Channel 4 is "not expecting to bring in more ad revenue" than it would normally take during the time period of the Paralympics, according to Mark Sweney of the London GUARDIAN. Channel 4 is regarding the venture instead as a chance to promote its brand and burnish its public service broadcasting remit." Channel 4 Sales Dir Jonathan Allan said that his sales team has been "selling Paralympic packages to the advertisers," but the underlying expectation when the TV rights deal was done was for a "commercially neutral" end result. Media buying agency sources claimed that the Paralympics "has not seen exceptional demand from advertisers seeking to buy special TV packages offered by Channel 4 for the event." Allen said, "I can't find anyone in the industry who has rushed to buy specific Paralympic packages beyond sponsors. No one is saying 'get me the Paralympics.' It will not be a massive success from a financial point of view." The big question is what the Paralympics "will deliver in terms of the audience scale and type, and what that means for Channel 4 heading into the TV trading season later this year" (GUARDIAN, 8/23).

ONLINE SUCCESS: In London, Josh Halliday wrote that the Olympics "helped traditional newspaper websites to a bumper month in July," with the Daily Telegraph and Independent enjoying the biggest online readership boosts. With only five days of the Olympics falling inside July at the end of the month, newspapers "can look forward to an even bigger traffic boost when the August figures come out." Telegraph.co.uk topped 50 million average monthly browsers in July, up 13.59% on the previous month. Independent.co.uk reported a 21.42% rise in daily users, to 741,995, compared with the previous month (GUARDIAN, 8/23).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Global/Issues/2012/08/24/Media/Paralympics.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Global/Issues/2012/08/24/Media/Paralympics.aspx

CLOSE