Sky clinches Carlsberg deal for Anytime ad trial

Sky has signed up Carlsberg as a trial advertiser on its on-demand service, Sky Anytime TV.

Carlsberg will run commercials around TV shows, which are downloaded overnight to Sky+ personal video recorders (PVRs).

Viewers downloading programmes from channels such as Sky One, Sky Movies, Artsworld and Disney will be required to sit through a 10-second TV ad before their show begins.

They will be given the option of watching up to four minutes of Carlsberg-branded footage - an extended version of its recent World Cup campaign - at the end of each programme.

The execution, created by Saatchi & Saatchi, features former England manager Bobby Robson bossing a pub football team boasting England legends such as Bobby Charlton, Stuart Pearce and Chris Waddle.

Sky is in the process of signing a range of advertisers to run campaigns during the trial, which launches to a small number of Sky+ subscribers next month ahead of a full roll-out in April. It is believed that several Media-Com clients have agreed to take part in the initiative.