Channel 4 Scoops Solus Ad Deal In Gervais Podcast

Channel 4 is to become the first advertiser within the hugely popular Ricky Gervais podcast, capitalising on the show’s record breaking performance to promote its Friday night comedy shows.

The advertisement will comprise two 30 second spots within the podcast, which is updated each Monday and distributed to around 300,000 listeners each week through the GuardianUnlimited website.

Promoting new shows such as My Name is Earl and The IT Crowd, as well as the new series of Green Wing, Channel 4’s activity is designed to fit with the Gervais podcast’s core audience of comedy lovers.

Unlike many podcasts, Gervais’ offering gives listeners unique, specially recorded content, rather than an edited version of previously broadcast shows. Channel 4’s deal sees it become the sole advertiser within the podcast, with the much sought ad space booked by Ian Cairns at OMD.

Explaining the deal’s significance, Rufus Radcliffe, head of marketing for Channel 4, said: “We are constantly looking for different and engaging ways to reach viewers. Podcasts are no longer a niche medium, and are fast moving into the mainstream. We believe advertising in the biggest podcast in the world will be an extremely valuable part of our communications plan as we seek to emphasise our strong Friday night comedy line-up.”

The move follows Channel 4’s own move into radio, with the launch of branded services across the Oneword station, and the launch of podcasts featuring veteran Channel 4 News host, Jon Snow (see Channel 4 Announces Plans For Digital Radio).

Channel Four: 020 7396 4444 www.channel4.com Ricky Gervais Podcast: www.guardian.co.uk/rickygervais