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
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.