Magazine article Marketing

C4 Paralympics Slots Attract Big Advertisers

Magazine article Marketing

C4 Paralympics Slots Attract Big Advertisers

Article excerpt

Tesco and Apple believed to be leading interest, but some brands remain wary.

Tesco, Apple and Google are among more than 50 non- Olympic-sponsor brands understood to have bought ad packages around Channel 4's coverage of the London 2012 Paralympic Games.

Others include Auto Trader, Aviva, B&Q, Colgate, Comet, Gocompare.com, Kellogg, Land Rover, Mars, Renault, Tropicana and Volvo.

Freeview's 'Summer of sport' TV ad is running during Channel 4's pre-Paralympic programming and is likely to feature during the Games' opening ceremony next week.

Channel 4 has divided its slots around the Paralympics into mixed packages of eight-10 spots, which include both daytime and peak shows.

Adrian English, head of media investment at agency Carat, said brands have been attracted by the legacy of the Olympics. 'We think that the Paralympics will perform strongly from a viewing standpoint, so it is a smart buy.'

However, some brands and agencies suggested privately that they will wait to see how many people get behind the Paralympics before deciding whether to advertise.

'It would be silly for non-sponsors to commit (when) there is still a question mark over how successful the Paralympics will be,' said one senior sports sponsorship executive, who asked not to be named. …

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