The Home of Food Commercial Opportunities

The Home of Food Commercial Opportunities Commercial Airtime Innovation in the ad break Sponsorship Online Partnerships Events Cross Media

The Home of Food Source: BARB/Infosys/IPA Contrary to what some may say, TV’s popularity is on the increase

The Home of Food Average media hours per week per person Source: TGI Q Base: All Adults We still spend the most time watching TV Only 1% of the UK population never watch commercial TV

The Home of Food TV advertising has never been better value

The Home of Food “TV is 42% more effective now than in the 1980’s” “The effect of TV on market share seemed to increase substantially with the launch of satellite TV in the UK, and has increased further over the last decade” On average, a £1m increase in TV marketing investment yields a £4.5m in sales; out of all media, TV has the strongest correlation with large brand values... “Campaigns that have used TV have significantly outperformed those that have not” Sources: Marketing in the era of accountability; Les Binet & Peter Field & Thinkbox: Marketing in the era of accountability

The Home of Food Source: TGI Q4 2008; index 100 – average GB adult Channel 4 viewers and their relationship with food

The Home of Food The scale of our food programming

The Home of Food Airtime Opportunities Food Season January Come Dine With Me Heston’s Feast Raising The Bar – Willie’s Chocolate Revolution Jamie’s America F Word F Word week Kitchen Nightmares Kitchen Nightmares USA River Cottage New Vehicle Pilots ie Two Black Ladies

The Home of Food And remember… Alternative time slots More 4

The Home of Food Want to get onto Telly ? We Can Help !

The Home of Food We Want To Remove The Biggest Barrier

The Home of Food How ? We have created a £1 million subsidy to fund or co-fund commercial production Scaled by level of investment in media, this could be up to £100,000 on any one project C4 will provide all the expertise and assistance that the advertiser may need If required, we are happy to work with independent media consultants to establish a ‘fair cost’ for airtime If appropriate, we can also offer online (plus possible prod subsidy) and TV & PC VOD

The Home of Food Qualification New to TV advertisers or lapsed for a good few years Unencumbered by any airtime contract New and incremental money to the C4 Corporation At least 50% of TV budgets to be spent with C4 for an agreed period

The Home of Food Innovation In The Ad Break

The Home of Food Break the rules, change the context

The Home of Food

Prior and post transmission, the live ad generated buzz To date there have been over 300,000 views of the Honda Live Ad on YouTube post transmission

The Home of Food Grand Designs Break

The Home of Food Advertising Awareness Summary – Combined Awareness of all adverts Non ViewersViewers Q1/Q3: Spontaneous and Prompted Awareness – Sunday night 5260 Q2/Q4B: Spontaneous and Prompted Awareness – past week 4356 = significantly different to non viewers Source: SPA Research

The Home of Food = significantly different to Non-Themed Breaks Audience retention across breaks in Grand Designs on Channel4 (inc. +1) To next part of programmeto 1st minute of breakto 2nd minute of breakto 3rd minute of breakto 4th minute of break % Audience retention (Inds in MCH) Themed BreaksNon-Themed Breaks The Grand Designs themed break had a higher audience retention than the non-themed breaks broadcast during the programme Source: BARB, period 4 th – 9 th May 2008

The Home of Food Ad recall was high “I remember Dyson was the first ad…” Female London Stickiness to the break increased “I’m really interested in design so I made sure I watched all the way through” Male, 35-44, London Halo Effect “The Smart car is much better designed than I thought” Male, 18-24, Coventry Viewers engage more highly with themed breaks

The Home of Food

Higher attention “They sometimes reveal the answer in the ad – so I listen out for it” Female, 25-34, Coventry Leveraging Trust “Film 4 wouldn’t pick just any film” Male, London “More 4 knows that it has a very particular type of viewer, it would definitely tailor the competitions” Male 35-44, Coventry Acts as a reminder or prompt “It would probably remind me that I wanted to see the film” Female 25-34, Manchester

The Home of Food Film Film4 Promos AdvertsSpon Bumper 9pm every night on Film 4 Your food spot here Spon Promo Ads Spon Conventional break

The Home of Food Stalking The Audience Narrative Scheduling

The Home of Food Competitions Recipe through the programme Preview spot Retail Tie-Up INNOVATION Themed Break “The Perfect Meal” Live Cooking Ad