Admap Conference – Channel 5 Six Months On: Firecracker or Damp Squib? (Part I)

Keith Edwards, marketing director of Benckiser Ltd whose products include Finish, Vanish and Scale Away told the “Winners & Losers in the Television Marketplace” conference about the effect Channel 5 had on sales of Finish Dishwasher Cleaner. Benckiser had taken the decision to advertise Finish on television for the first time because sales of the product had stagnated over 12 months. Research carried out by the company showed that the product had a potential for growth, so television was chosen to boost sales.

Channel 5 was chosen as the sole television advertiser after discussion with various TV sales houses. The results of the television campaign showed that sales of Finish had increased by nearly two and half times. More detailed research showed that in areas where the reception for Channel 5 was good the product had more significant increases in sales than those with poor reception.

The company concluded that the sales growth of Finish was founded by the television initiative. Channel 5’s own distinctive approach helped to get a small ‘brand’ on air and will in future generate over £750,000 of incremental media spend.

Mr Edwards finished by hoping that Channel 5 continued to increase its share of viewing (eventually reaching close to its target of 10%), increases the total television audience and most importantly stays different from the other television stations.