ITV Secures First Advertiser For New Digital Channel
FMCG giant Unilever has exclusively secured the first commercial break to run on ITV3, the new digital channel targeting a desirable upmarket audience of those aged 35 and over.
Launching on 1 November, ITV3 is the latest addition to ITV’s digital portfolio, screening contemporary drama to attract an older audience. Unilever’s acquisition of the channel’s virgin advert space enables it to run campaigns for its top rating brands, including Persil, Comfort, Lynx, Dove and Birds Eye in its solus position.
The move marks a continued commitment to television advertising by Unilever, following its purchase of the first commercial spot ever to run on ITV in 1955 with Gibbs SR toothpaste (see Television Advertising Celebrates 49th Birthday).
Commenting on the advertising deal a spokesperson for Unilever said: “Unilever has been a major supporter of ITV and its family of channels since their inception. We are delighted to now see the launch of the new digital channel ITV3 and that our brands are featuring from the very start. We look forward to reaping the additional benefits of the targeted quality audiences that this channel will no doubt provide.”
Graham Duff, managing director of ITV Sales, added: “It is tremendous news that Unilever, as a manufacturer of some of the nations’ most famous household names, is supporting the launch of ITV3 in this way. We greatly value the relationship we have developed since 1955 and Unilever’s recognition of the role this exciting new channel can play in communicating with their customers.”
The launch of ITV3 next month will be exclusive to Freeview and cable viewers, with schedules offering repeats of popular shows like The Bill, Heart Beat and The Royal, as well and new commissions and behind the scenes exposés of major ITV dramas. Hollywood movies are also expected to feature heavily in the new channel’s line up and ITV attempts to attract a more discerning adult audience (see ITV3 To Launch As Free-To-Air Offering In November).
Earlier this month ITV unveiled the on-air branding for ITV3, developing IDs, promotional packaging and junction elements to reflect the ‘quality and diversity’ of the programming line-up. In addition, the new channel will use airtime for promotional purposes instead of branding. For example, a range of break bumpers will remind viewers to tune in to ITV3 for Inspector Morse on Monday nights (see ITV3 Unveils On-Air Branding Ahead Of Launch).
ITV: 020 7843 8000 www.itv.com
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