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