Channel 5 hopes to appeal to a broader cross-section of advertisers
and boost advertising revenue significantly with the launch of four
macro sales regions. It will be the first time the channel has been able
to offer a non-national sale.
The four new regions, which come on-stream from November 1, are: London,
the North, Scotland and the rest of the country.
Channel 5 is mailing details of the new sales split to 1600 advertisers
this week and claims it will boost its ad revenue by as much as 10%.
Nick Milligan, sales director at Channel 5, said: ’Of the four macros,
three will match those of Channel 4. There won’t be a brand in the
country that can’t talk to us.’
Meanwhile, Channel 5 has also snapped up the exclusive live rights to
the crucial Scotland vs Latvia World Cup qualifier this Saturday and has
just days to sign a sponsor.
The match kicks off at 3pm and Scotland must win to qualify for next
year’s finals in France.
Channel 5 believes the match could capture 25% of all viewing. Its
screening of the clash between Poland and England in May pulled in five
Advertisers appearing on screen during the match will include those in
the automotive, beer and financial services sectors.