Brands Trying To Make Hay On Olympics Fever Jumping On Chan 4's Paralympic Packages

Brands aiming to capitalize on Olympic fever in the U.K. "are buying up ad packages around Channel 4's coverage of the Paralympic Games," according to Nicola Clark of MARKETINGMAGAZINE. Media agency Carat Managing Dir Tracy De Groose said that there is "a huge amount of advertiser momentum going into the Paralympics, with 'great tactical opportunities' for brands." Media agency PHD Head of Investment Daniel Barnes agreed there is an "awesome opportunity" for brands to tap into the "feelgood factor." This has led to a "surge of interest from brands." One media director said that Channel 4 has been "sensible" about the packages, priced at about £100,000 ($156,900). A wealth of non-Olympic sponsors, such as Kellogg's, have taken up the opportunity. Channel 4 Sales Dir Jonathan Allan described the Games as "brand-defining" for the broadcaster, and said it will aim to "change how disabled people are viewed" in the U.K (MARKETINGMAGAZINE.co.uk, 8/14).