The Box in Woolworths deal

The Box’s sponsorship team has scored a victory over arch rival MTV by clinching a deal with Woolworths.

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

includes MTV.’

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.

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