A very simple yet effective concept - group ads together that are relevant to the ‘content’ they appear within and the context will help increase cut through, interest and viewer enjoyment.
We’ve developed 3 themed breaks so far in 2008
The Retro break – Placed within the 25th Anniversary show on C4. Advertisers paired their vintage ad from 25yrs ago with their most recent creative to make a very memorable ad break
British break – A 2 week season of British films on Film4, the British break gave British advertisers a perfect environment to optimise.
The Great Design Break – Sitting within The Grand Designs Live show, the themed break was the first put together by Channel 4 in a peak time programme. The themed break aired on Sunday 4th May 2008 @ 20:15 and lead with its own design-themed ident and a voiceover that drew the viewers to a set of specially curated ads
Here are some interesting stats on our most recent themed break – The Great Design Break
- Diagnostic reactions to the themed break were very positive especially among loyal viewers of Grand Designs (i.e. those who never miss an episode). 59% of all Grand Design viewers said that the themed break was a good idea, which increased to 65% among loyal viewers
- Half of all Grand Design viewers said that they paid more attention to the ad break, increasing to 58% among loyal viewers. 66% said that the ads in the break were relevant to Grand Designs
- The BARB analysis highlighted that the Grand Designs themed break retained a higher proportion of viewers throughout the break compared to non-themed breaks broadcast during the programme
- 100% of viewers to the last 5 minutes of the programme before the themed break were retained in the 1st minute of the break, compared to 79% for non themed breaks
- The proportion of viewers who watched both the programme before the break and after the break was significantly higher for the themed than the non themed breaks, 89% and 77% respectively
- 1.The themed break had a definite impact on brand image diagnostics. A higher proportion of viewers exposed to the themed break agreed, overall, that the brands within the break were innovative and modern (80% and 67% respectively) than those not exposed to the break.
(Source: SPA 2008)
Diagnostic reactions to the themed break
Agreement (strongly/tend to – percentage) (Base: All viewers who recall ad break (n=251), all viewers who would never miss an episode who recall ad break (n=67))
Resources
| Retro Break Marketing | |
 |
PDF Document (5.6 mb) |
Related Pages
Doritos and The King of Ads
How we engaged consumers and encouraged creativity with this fab promo
The Gardening Break
A fantastic idea linking editorial with advertising airtime
Max Factor Makeover Break
Find out how this big brand broke the rules
The Movie Zone
Film advertisers and Channel 4 come together
Bing Break
Channel 4 and Bing create 'live' search break
Adidas
Find out how Channel 4 got on in the hood
IKEA
IKEA and Channel 4 break some rules
Fairtrade Fortnight
Channel 4 celebrates Fairtrade Fortnight with a special themed break
Wolfman
Channel 4 and Universal treat viewers to a sneaky peak exclusive of Wolfman
O2 Load and Go
Channel 4 and O2 broadcast contextual TV ads
Propeller
The quick way to get nationally representative data from an independently run panel
