Emap Bags Burger King For Exclusive TV Deal
Emap Advertising and Carat have secured a deal that will see Burger King become the sole fast food brand to advertise on The Hits music channel throughout 2004.
The deal represents the first time that category specific advertising has been used on a UK television channel and includes the potential for sponsorship, promotions, text message and airtime activity.
As part of the agreement, Emap Advertising will also attempt to give advertiser greater stand-out by limiting the length of commercial break on The Hits to four and a half minutes per hour, which it claims is half the average of rival music channel.
The initiative is the first of a series of exclusive deals offering advertisers in specific categories the chance to become the channel’s exclusive advertising partner in their sector. Other categories under consideration include confectionery, mobile networks and hygiene/beauty.
Burger King’s marketing director, Paul Reynish, said: “This deal is borne out of some recent research Carat have commissioned that shows that shorter breaks and commercial content aligned to the viewer are key to effective advertising.”
Emap’s television sales director, Darren Khan, added: “We are extremely excited about developing the partnership with Burger King and Carat and we hope that more advertisers will recognise the unique benefits of the Hits TV proposal.”
The deal, which will be reviewed on a monthly basis throughout the year, was negotiated by The Hits television manager, David Saunders, along with Carat’s media director Steve Hobbs on behalf of Burger King.
Earlier this month Emap Advertising, Mediaedge:cia and United International Pictures came together to launch a cross-media campaign to promote the release of the new Paramount Pictures film, The Fighting Temptations (see Emap Launches Cross-Media Push To Promote New UIP Film).
Emap Advertising: 0207 295 8537 www.emapadvertising.com
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