Magazine article Marketing

Channel 4 Ditches Poster Sites after 'Copycat' Tactics

Magazine article Marketing

Channel 4 Ditches Poster Sites after 'Copycat' Tactics

Article excerpt

Channel 4 is to end its use of permanent poster holdings, as it faces increased competition from 'copycat media strategies' by the BBC and ITV.

The posters have been the major thrust of the channel's off-air media strategy for the past year.

In December last year, C4 bought all the Golden Square poster formats in the UK for a 12-month period as part of its bid to achieve stand-out for its off-air marketing. But C4, which claims to have pioneered the use of permanent poster holdings by broadcasters, is facing stiff competition from its terrestrial rivals, which have also identified posters as a key weapon.

Earlier this year the BBC signed a deal to give it more than 1000 poster sites on a permanent basis over one year in a pounds 20m deal. For its part ITV has increased its outdoor spend by 366% year to date, to pounds 2.161m according to figures from Nielsen Media Research. By contrast, C4's spend is down 4.8% year to date, to pounds 2.867m.

C4 marketing director Polly Cochrane said that she intends to continue using posters heavily, but to work more strategically with C4 scheduling to plan campaigns specifically around zones or programming initiatives. …

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