Channel 5 advertising has failed to hit target

Channel 5’s launch branding campaign has failed to generate any excitement in the run-up to its launch this Sunday, leaving viewers confused about its proposition, according to new research by Manning Gottlieb Media.

Channel 5’s launch branding campaign has failed to generate any

excitement in the run-up to its launch this Sunday, leaving viewers

confused about its proposition, according to new research by Manning

Gottlieb Media.



MGM found that in those homes that have not needed to be retuned, and

have not, therefore, been subject to the high-profile retuning campaign,

viewers are confused about the saliency of the channel, when it launches

and what it will offer.



The qualitative research, conducted among 16- to 44-year-olds in the

London, Central and Granada regions, highlights a divide between areas

that have been retuned and areas that haven’t - which contain up to 46

per cent of Channel 5’s potential viewing homes.



However, once the sample was shown examples of the channel’s

programming, the general reaction was positive.



Channel 5’s nightly movie was found to be the strongest item in its

schedule, while the 8pm news was seen as punchy, though too American for

some. The England v Poland World Cup qualifying match was well

received.



General entertainment programming, such as Melrose Place and Beverly

Hills 90210, was seen as ’filler TV’.



Colin Gottlieb, a director of MGM, said: ’It’s absolutely shocking that

half of Channel 5’s potential homes don’t understand some fundamental

points about its proposition just days before its launch.’



Channel 5 launched a fresh burst of advertising this week featuring the

Spice Girls, who will also star in the first item on the channel - an

on-screen promotion - on Sunday.



All the ads have been created by Mother/KesselsKramer and bought by TMD

Carat with media strategy by Michaelides and Bednash.



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