Magazine article Marketing

Media News: C4 Plans 'Housewives' Blitz

Magazine article Marketing

Media News: C4 Plans 'Housewives' Blitz

Article excerpt

Channel 4 is investing almost pounds 1m in an off-air campaign to promote US drama series Desperate Housewives, which is a highlight of the channel's 2005 schedule.

The 22-part series of hour-long episodes will debut on 5 January at 10pm. It will air without a sponsor after Channel 4 failed to secure the pounds 1m minimum price it had been seeking.

The show would have been covered by Renault's sponsorship of Channel 4 drama, but following the car maker's decision not to renew its deal, all dramas are now being sold to individual sponsors.

C4 head of sponsorship David Charlesworth claimed a number of big brands had expressed interest, but it had decided to put the show out unsponsored, rather than sell it short. It is hoped that potential sponsors will become more enthusiastic once they see the early ratings.

The series has been a big hit in the US, achieving record ratings and attracting a third of all female viewers.

The off-air campaign breaks on 30 December with heavyweight national outdoor advertising, using 48-sheet and 96-sheet poster sites. …

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