Kellogg to sponsor BBC Prime’s Family Hour

BBC Prime has signed up Kellogg in its first prime-time sponsorship deal.

BBC Prime has signed up Kellogg in its first prime-time sponsorship


The advertiser will sponsor Family Hour, which features programmes such

as EastEnders, Vets in Practice and Clarkson’s Car Years.

Warren Dias, sponsorship manager of BBC Prime, negotiated the deal

directly with Adam Swann, Kellogg’s director of European media.

The campaign launches on 12 July and will run for 12 weeks. The client

is targeting broad family audiences.

Swann said the aim of the sponsorship was to ’communicate the core

values of the brand - the importance of the family, relationships and

shared time’.

MindShare is responsible for media and the campaign features an animated

creative, produced by BBC Creative Services.

Family Hour airs on Wednesdays, Thursdays and Fridays from 7pm to


BBC Prime is owned by BBC Worldwide and broadcasts to nine million


It is available to viewers in Europe, South Africa, the Middle East and


The station carries no commercials at present, except in South Africa.

Its revenue is generated from sponsorships and subscriptions.

But Dias said BBC Prime was ’looking at the issue of commercial airtime’

in the other territories.

Mark Young, managing director at BBC Worldwide for these regions, said:

’The extension of our revenue streams in Europe to encompass sponsorship

is an exciting opportunity.’

Dias described the Kellogg sponsorship deal as a landmark in the history

of the channel. He hoped it would open up the market for other

pan-European advertisers to use the station.

He added BBC Prime was increasing its focus on communication

opportunities and that further sponsorship deals can be expected.

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