CAMPAIGN DIARY: I’M ONLY A PUNTER BUT

Why is it that television companies allow advertisers to ruin their sports coverage in search of a few sheckles more? Those of you who remember last year’s World Cup will recall the ham-fisted efforts of ITV and Vauxhall.

Why is it that television companies allow advertisers to ruin their

sports coverage in search of a few sheckles more? Those of you who

remember last year’s World Cup will recall the ham-fisted efforts of ITV

and Vauxhall.



This time around, it was the satellite boys’ turn. I refer, of course,

to Sky’s coverage of the Ryder Cup.



Given the ’free’ nature of this pay-per-view event on Sky Box Office, I

would have thought that the viewer, through his/her subscription

charges, could have been spared the ridiculous visual spectacle of

Volkswagen ads throughout Saturday’s and Sunday’s coverage. Clearly some

innovative salesperson hiked the rate and sold it to VW’s buying

agency.



Does VW think that forcing me to sit through ad after ad showing its

range of cars while watching the competition will convince me or anybody

else to buy its vehicles?



Quite the opposite. The more initiated would also know that the Krauts

didn’t even have a representative in the European team.



Furthermore, what did the long-time Sky Sports broadcast sponsor, Ford,

get out of this? Not even a break bumper in the coverage.



When will they learn? This is yet another great sporting event

commercially mis-managed. It’s a shame as Sky is generally excellent,

and has really set the standards in sports coverage.



Perhaps it just took its eye off the ball on this one, much like the

European captain, Mark James (maybe that’s a tad unfair).



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