Top-Up Targets Terrestrial Viewers With Ad Campaign
Top-Up TV has announced the launch of its first major advertising push on terrestrial television to attract customers to its low-cost subscription service, which is accessible through specially equipped Freeview boxes.
The service, which provides Freeview customers with ten extra channels for £7.99 per month, will be boosted by a multi-million pound advertising campaign beginning this week. The promotional push is designed to inform both non-digital viewers and those already equipped to receive Freeview of the extra content available from Top-Up.
The 30-second commercials will run on Channel 4, Five and GMTV, in addition to various digital channels, from now until Christmas. Building on previous digital-only campaigns, the commercials will feature Warwick Davis as the ‘Top-Up TV Gnome’ who will go to any length to watch Top Up TV.
Commenting on the promotion, Matt Seaman, Top Up TV’s sales and marketing director, said: “Going on analogue terrestrial television will give us additional reach of Freeview customers who wish to upgrade their existing incompatible box for a ‘box with a slot’ in time for Christmas.”
Earlier this year Top-Up TV announced a strong performance, signing up around 20,000 subscribers in its first month. The broadcaster currently has a break-even target of 250,000, which it hopes to achieve by tapping into the subscriber base of the now-defunct ITV Digital (see Boost For Top Up TV As Subscriber Figures Revealed).
Recent research by the BBC claimed that Top Up TV will be purchased by 15% of Freeview customers by 2010, while Informa Media Group expects that around 17 million people will have Freeview by the end of the decade, putting Top Up’s audience at around 2.5 million, well ahead of its break-even target (see Top Up TV Confirms Appointment Of Freeview Manager).
Top Up TV: 08700 543 210 www.topup.tv
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