Channel 5 is to run an advertising campaign on its rival, ITV, at
the end of this month, as it steps up its drive to boost viewing and
Granada has agreed to take the campaign, which will run initially for
two weeks from 28 July in late peaktime. The ad, which cannot show
programme times or dates, will flag up six of Channel 5’s key
programmes. Channel 5 is received in more than 70 per cent of all
David Brook, Channel 5’s marketing director, said: ’We are in our second
phase of advertising since the launch. Unlike other channels, we haven’t
had the benefits of cross-promotion.’ He added Channel 5 would consider
rolling out the campaign to other ITV regions and Channel 4.
Mick Desmond, the chief executive of Granada’s sales house, Laser Sales,
said: ’Effectively we can’t refuse such ads. We have carried ads for Sky
and other satellite channels.’ Industry sources suggest, however, that
Channel 5 would have had to pay a premium to secure the airtime.
The TV campaign is a collaboration between Channel 5’s creative agency,
Mother, and Channel 5’s production team. Glyn Brailsford, the head of
creative services at Channel 5, and Jay Pond-Jones from Mother, worked
on the commercial, which will be supported by press advertising. Media
buying is by TMD Carat with strategy by Michaelides and Bednash.
The 40-second ad features Night Fever, Family Affairs, Melrose Place,
Xena - Warrior Princess, Channel 5 News, and the Jack Docherty Show.
Each clip flags a spoof programme genre, such as ’Wildlife on 5’ after
the Xena clip, and ’Period dramas on 5’ - following a clip of a female
character from Melrose Place having an hysterical fit.
This week, Channel 5 said it would put about pounds 5 million into a
below-the-line campaign through Claydon Heeley. The aim is to beef up
its distribution by tackling the reception and retuning problems.
With a database of more than 15 million names and addresses, Channel 5
plans to mail out a magazine advertising brand extensions.