The Carlton and Granada digital sales teams have sold all the
airtime for ONdigital’s UEFA Champions’ League football games up until
Previously, ONdigital’s ad breaks were lifted from Granada and Carlton,
but securing the rights to the Champions League has provided the teams
with their first digital sales.
Carlton’s key brands advertising in the spots include: Nike,
Kronenbourg, PlayStation, Orange, Royal Liner, Virgin Trains, The Army,
Guinness and Carlsberg. Granada Media Sales has signed up NatWest, BMW,
Bacardi, Adidas and Excite.
The sell-out also indicates a growing agency confidence in the take up
of ONdigital for the coming months, as ONdigital currently reaches only
a quarter of a million homes - not a vast audience for advertisers.
Gerry D’Anelo, group media director at Starcom, said: ’ONdigital is
offering an opportunity for advertisers to reach a tightly targeted
audience 18- to 34-year-old males who drink beer. There is also a poor
consumer conception of what’s going to be shown and where, so I am
confident that subscriptions will shoot over and above the 250,000 mark
ONdigital has yet to release its latest subscription sales figures, but
a company spokesperson said that sales were already picking up on the
back of the Champions League, mostly from people who wanted to watch the
game at home.
Not only has ONdigital got the rights to the Manchester United, Arsenal
and Chelsea games, but the company is planning a series of commercial
deals with pubs and clubs to show games outside the home.