Magazine article Marketing

Presswatch: Sky Digital - 'Football First'

Magazine article Marketing

Presswatch: Sky Digital - 'Football First'

Article excerpt

I could humourously describe why I chose one advertiser out of the many in the table to have a look at. But to keep this short: I'm moving house, so buying a new car is a distant dream and I'm tired of looking at sofas. However, I am desperate to get Sky sorted out from day one of the move - so, Sky Digital it is.

The campaign is for Sky Digital's Football First, which gives subscribers access to every Premiership game 'just hours' after the final whistle.

It also offers free Sky Sports plus half-price installation in a deal worth up to pounds 205. The ads appeared in most daily newspapers in mid-August, using colour fractional ads and strips. The ads ran mostly in sports sections to benefit from the interest synergy.

The offer is not a bad one for those obsessed by football, but the ad seems to have two propositions. For a bloke reading about sport, clarity and brevity work, so I am surprised by the high recall.

However, a recent study by the Newspaper Marketing Agency showed that 70% of men spend about 20 minutes reading sport pages during the week and 42% spend more than 20 minutes reading them at the weekend. …

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