C5 Takes Stake In Online Pet Store

Channel 5 has signed an airtime-for-equity deal with Petspyjamas.com. In the sixth deal of its kind for the broadcaster, C5 will receive a stake in the online pet store in return for providing £2m of promotional airtime for the business.

Petspyjamas was an early entrant into the pet e-commerce market when it launched in May 1998, offering over 5000 products to pet lovers across the UK. In January this year, following its acquisition of CAM Equestrian, it became the largest equestrian mail order business in the UK.

Spot advertising of the website will run for 12-14 months begin in early March. Channel 5 will maximise airtime for the group by scheduling ads around its animal programming, which includes Flying Vets, Seaworld and Animal ER.

James Burgon, head of new business at Channel 5, said: “I have been very impressed with the management team at Petspyjamas. Consulta [the group’s owners] provide sound financial backing to this business and understand all the critical success factors that drive a direct marketing e-commerce business forward.”

Channel 5: 020 7550 5555

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