ITV is to unveil a package of opportunities for its Formula One coverage
that will include themed weekends, sponsorship ideas and an innovative
pattern of ad breaks.
Full details will be revealed at a Formula One presentation next Monday.
ITV companies were this week examining the results of a study into the
most suitable way of inserting ad breaks into more than two hours of
ITV will present what it considers to be the least intrusive solution -
either a large number of short ad breaks or longer, less frequent ones
during the race - to advertisers and media buyers early next week, along
with details of its flexible approach to scheduling breaks. A network
monitor will be assigned to play the ad breaks at suitable moments.
Ian McCulloch, operations director at Laser Sales and one of the prime
movers behind the coverage, said the monitor will be able to delay
breaks or bring them forward so that viewers will miss as little of the
action as possible.
Next Monday’s meeting will also reveal sponsorship opportunities. ITV is
likely to seek about four sponsors for its coverage of the 16-week
Formula One season, which will also include coverage of the practice
Sponsors will receive front, end and bumper credits. One ITV insider
said that the sponsorship opportunities alone would be worth at least
pounds 3 million to ITV.