Originally Posted by Mark.:
“I struggle to think of any non-news programme on commercial TV that isn't sponsored, let alone one that will be in prime time and expected to command a sizeable audience relative to the channel's average.
Because let's be honest - while there's people on here throwing their toys out their pram and refusing to watch the show on C4, I reckon the majority of the audience will move across. I'll certainly be giving it a chance.”
Given the general reaction to C4's acquisition of GBBO, I can't imagine there are actually that many companies willing to pony up for record breaking (for C4) advertising contracts before a single show has been broadcast. They will all the absolutely aware of the Top Gear example. I'd imagine C4 will find they'llg et very much less than they're asking for initially, then they'll be able to ramp it up a fair amount should it prove to be a success.
There's absolutely no incentive for an advertiser to sign up for a long term massive contract when nobody knows how the show will actually do yet. The idea there's going to be some massive bidding war is wishful thinking on C4's part I think. Sensible heads will be sitting back to see what they'd actually be paying for. Maybe a lesson C4 should learn?
Just assuming the audience will transfer over and signing an £8m a year ad deal based on that assumption? I think you rather underestimate how hard-headed most ad agency executives are.