Sky offers dedicated TV service to 30,000 UK pubs and clubs

BSkyB is launching a dedicated TV service for pubs and clubs which will allow advertisers to target out-of-home viewers for the first time.

BSkyB is launching a dedicated TV service for pubs and clubs which

will allow advertisers to target out-of-home viewers for the first

time.



Under the Sky Business venture, more than 30,000 pubs and clubs which

subscribe to Sky Television will be upgraded to Sky Digital free of

charge.



The upgrade programme will coincide with the launch of an opt-out

facility, allowing advertisers to reach only those viewers watching in

pubs. Digital technology means it is possible to advertise on Sky

Sports, for example, but for certain ads to be broadcast only to pubs

tuned into the channel, while domestic viewers see other ads.



The service will be available from August and, according to Graham

Appleby, Sky’s head of client sales: ’Advertisers will not only be able

to reach a discreet audience, but the new service will allow greater

point-of-sale advertising, particularly for alcohol brands.’



A weekly pub quiz show will run exclusively for the pub audience from

the autumn, with bespoke advertising and sponsorship opportunities.



At the same time, Sky is launching a programming strand available only

to publicans. The daytime channel will carry business and product

features relevant to the pub trade, and will also offer opportunities

for trade advertising to publicans, including advertorials and

sponsorship.



Both the opt-out facility and advertising on the publicans’ channel will

be handled by Appleby’s client sales and marketing operation. Although

there is no traditional ratings data for pub viewing, the sales team

will use an on-going study into out-of-home viewing, conducted by

Continental Research.



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