GMTV creates niche ad slots

GMTV is broadcasting a radical series of mini-features within the GMTV schedule in a bid to attract niche audiences and entice new advertisers.

GMTV is broadcasting a radical series of mini-features within the

GMTV schedule in a bid to attract niche audiences and entice new

advertisers.



In collaboration with the programming department, the ad sales team,

under the direction of business controller Patsy White, has come up with

a series of five-minute features that are broadcast during GMTV

Today.



Each mini-feature will be broadcast twice a week. They all follow a

similar pattern, designed to inform viewers about specialist topics. The

idea is that advertisers will be lured into purchasing niche airtime

around the slots.



White is initiating a series of topic strands for the coming season.



A sporting summer strand will be introduced to coincide with this year’s

Euro 2000. This will be followed by a series of mini-strands relating to

Wimbledon and the Olympic Games.



Also, a new mini-feature called GMTV Cafe will launch this May. The slot

will introduce new presenters, starting with New Yorker Donna Bernard,

who will host celebrity gossip sessions and will broadcast live from a

cafe in Liverpool Street.



White confirmed a raft of advertisers had expressed interest in the Cafe

project, but said that until the content had been made concrete,

advertisers were reluctant to sign up officially. However, it is thought

that Tropicana is set to become a commercial partner for the Cafe

strand.



White said: ’The only drawback from an ad sales perspective is that you

can’t sell the slots to advertisers until the strands are fixed into the

TV schedule. This is often decided at the last minute because of

changing news briefs.’



White highlighted a proven rise in audience share during the broadcast

of the feature strands. ’During Wake up to the Web, audience share rose

by 13 per cent for that particular programme strand.’



Previous mini-features have included Women and Wheels providing car

information, Wake up to the Web offering internet tips, and Make a Mint,

a financial advice slot.



GMTV also runs The House, a feature designed to pull in DIY

advertisers.



The House is a property in need of repair, purchased by the broadcaster

to offer as a prize in an ongoing competition.



GMTV’s previous mini-features have lured many first-time

advertisers.



These include a wide range of clients from Barclays Bank, Royal Bank of

Scotland and NatWest to Yahoo!, Ford, Tropicana and Sony PlayStation.

All these companies now advertise with GMTV on a regular basis.