Adverts On Jockeys’ Silks Approved

The British Horse Racing Board yesterday altered its rules to allow racehorse owners to sell advertising space on the sleeves and collars of jockeys’ silks. The board will also allow advertising on saddle sheets and stable boys’ jackets. The Board launched the scheme yesterday joint with the Market Racing Agency, an independent consultancy.

The Market Racing Agency is in talks with potential corporate sponsors.

Nick Boyd, Director Market Racing Agency: 071 371 5639

VIDEO ADVERTISING RESEARCH

Video advertising can add a significant reach to TV campaigns, according to research released by RSA Advertising. The research was carried out by Media Vision Research and involved rental videos that were mastered with a unique programme code and timer, as well as technology used to monitor consolidated terrestrial viewing. This enabled the size and demographics of video audiences to be recorded as well as whether or not the viewers chose to watch the commercials.

The results found that video represents the third most watched commercial channel and that only the minority of viewers fast-forward through the ads, with between 70-80% choosing to watch the ads. The medium favours audiences that are not usually strong terrestrial viewers, with an index of between 100-150 for ABC1 adults.

Media Vision Research monitored a BT campaign using TV in four regions and six video released; Groundhog Day, Accidental Hero, Nowhere to Run, Forever Young, Benny & Joon and Untamed Heart. The results showed that the video campaign added cover to the TV schedule.

In the Granada region the 320 terrestrial ratings for ITV and C4 achieved an 84.1% cover of 16-34 year olds. The 16 video ratings then added a unique cover of 2.3% to the terrestrial reach.

RSA: 071 439 9531