BSkyB has proclaimed its first foray into pay-per-view television a
success after around 600,000 subscribers signed up to see the world
heavyweight boxing contest between Frank Bruno and Mike Tyson last
Around 14 per cent of Sky’s total subscriber base paid at least pounds
9.99 to see the fight in the early hours of Sunday morning - more than
double the percentage of cable subscribers who signed up to see previous
Tyson fights on pay TV in the US.
In addition to home viewers, 2,000 pubs and clubs also paid to screen
The total audience for the event is thought to have been as high as five
The decision to screen the bout on a pay-per-view basis is thought to
have earned Sky about pounds 6.5 million. No advertising was taken
during the transmission.
However, a number of advertisers ran tactical ads around the fight.
DHL’s media buyer, CIA Medianetwork, booked ads in the Sun and the Daily
Mirror opposite Bruno/Tyson editorial. The DHL ads, created by Mellors
Reay and Partners, used the strapline, ‘Frank, when you send him home in
pieces, remember us.’
Radio 5 Live also ran a tactical ad in the Saturday editions of tabloid
Created by Radio 5’s ad agency, Ammirati Puris Lintas, the work featured
a picture of Bruno in pantomime costume, with the line, ‘What’s Tyson
been dreaming about in prison?’ The ads were booked by Pattison