The Box’s sponsorship team has scored a victory over arch rival MTV
by clinching a deal with Woolworths.
Emap’s cable and satellite music channel has signed up the retailer to
sponsor The Box Tops, a programme featuring ten of its most requested
music videos, which is broadcast six times a day.
The deal is believed to be worth pounds 600,000 and will include
traditional sponsorship credits running before and after the
The sponsorship creative has been inspired by Woolworths’ recent TV
advertising campaign. Television ads are already up and running on the
The Woolworths logo will appear on screen next to the strapline, ’well
worth it’ and a series of colourful graphics.
The deal was negotiated directly by Nick Downes, head of sales at The
Box, and the Woolworths marketing department.
Downs said: ’The Box Tops tells the record industry what the hits of the
future will be and record retailers also use the list. This tie-in lends
Woolworths some street cred. Being associated with the Box Tops brand
gives Woolworths music credentials and a youthful image.’
Downes also confirmed that since the channel has been broadcasting on
Sky Digital, audience figures have surged.
’When people with Sky analogue transferred to Sky Digital, we became a
new and exciting proposition for them because The Box had not been
available on the old system,’ he explained. ’Our share of viewing is now
higher than that of any other music channel on Sky Digital - and that
Barb research shows The Box has doubled its viewing figures over the
past year. The weekly audience reach in January was 1.85 million, a huge
leap from the 950,000 recorded in January 1999.
The Box is broadcast across cable television and Sky Digital. Its major
competitors are Flextech’s Trouble TV, MTV and VH-1.
All airtime sales are handled on behalf of Emap by Carlton Digital Sales
under David Sanderson. Sponsorship and promotional activity are handled
by Downes and a team of two at Emap.
Emap’s sponsorship and promotions department is currently involved in
talks with a number of new clients, who are interested in cross-media
campaigns embracing television, radio, magazines and online.