The Great British Bake Off won’t supply advertisers the possibility to pay for product placement within the present, from butter and flour to utensils and whiteware – a call taken to take care of the “integrity” of the sequence for the judges, bakers and viewers.
Channel 4 is presently in negotiations with advertisers to prepare dinner up no less than £25m a yr from a spread of economic offers to cowl the price of poaching the biggest show on British TV from the BBC.
While Channel 4 must recoup no less than £75m to make its three-year deal repay, it’s understood to have determined to surrender extremely profitable product placement offers with a purpose to maintain the present commercially “clean”. Such offers may have been price tens of millions of kilos.
“The choices made by the bakers and the judgments given by the judges are at the core of the show and need to be free from outside influence,” stated a supply near Love Productions, the present’s maker. “The integrity of Bake Off is sacrosanct to Love. Bake Off has always been made with documentary sensibilities, so the notion of product placement is not a natural one.”
Channel 4 might have been pressured into a significant overhaul of the present – of the judges, only Paul Hollywood signed up for the move, and Sandi Toksvig and Noel Fielding full the brand new presenting line-up – however there are components to Bake Off’s success that received’t be tampered with.
“The Bake Off tent will look exactly as it always has when it airs on Channel 4 for the first time later this year,” stated Jonathan Lewis, head of digital partnership innovation at Channel 4.
Product placement offers will not be important to Channel 4 making Bake Off a business success – the British market is estimated to be price solely about £30m – however eschewing the money does make it that little bit tougher.
In April, the broadcaster held an event with more than 350 ad executives and some of Britain’s biggest-selling brands to drum up a bidding struggle, hoping to get an £8m-plus deal for its headline sponsorship.
However, media trade sources consider there have been only a few critical headline presents thus far and that those who exist are nicely wanting the £8m-plus goal. Channel 4 has additionally reneged on its preliminary request for a dear 18-month dedication, now keen to just accept presents masking the primary sequence, hoping to draw extra advertisers. The sources consider that Channel 4 may look to separate the headline sponsorship amongst a number of advertisers.
A supply near Channel 4 says it’s near nailing down its sponsorship deal, or offers, within the coming weeks.
“Advertisers think Bake Off is a really, really good property but very few of them have that big chunk of cash to commit, especially in this market,” stated 1 senior media trade government. “This is interesting for Channel 4, this scale deal is new for them, but this is what ITV experience all the time. Outside the market, people think it is always a bunfight because properties like Coronation Street, Emmerdale and X Factor are amazing opportunities. They are, but they are such big commitments that there might only be two or three realistic bidders.”
Unfortunately for Channel 4, it’s also pitching as financial circumstances power corporations to tighten their belts, with advert spend usually the primary expense lower or withheld.
Last month Group M, the media arm of WPP, downgraded the forecast for the £4.4bn TV ad market this yr from flat to a fall of three% – an estimated £100m contraction in advert spend. Last yr the market nearly stalled with simply 0.7% development.
Group M’s figures present that huge spending classes such meals manufacturers – the third-biggest TV spending sector, and a chief Bake Off goal – is down greater than 14% in TV advert spend for the yr to the top of March.
Of the highest six TV advert spend classes, just one has elevated – leisure and leisure sector model spending is up 7.2% – with vital falls for finance (-10.5%), telecoms (-11.9%), motors (-5.8%) and retail (-8.2%) sectors.
The relaunch of Bake Off might be one of many TV highlights of the yr for viewers and advertisers, and Channel 4 might be banking on the present bringing within the promoting dough.
The lion’s share of the revenue earned from Bake Off will come from promoting TV advertisements, which might be priced at a premium fee related to “must-have” occasions for advertisers, such because the X Factor ultimate and World Cup soccer matches that includes England. This may imply promoting a 30-second slot for as a lot as £200,000.
Bake Off shouldn’t be as a result of air till the autumn however Channel 4 is already drumming up enterprise, with advertisers eager to e book slots early.
It is known that Channel 4 is providing particular advertisements comparable to a “superspot” that ensures the identical centre break in an episode of Bake Off wherever it airs – on Channel 4, the time-shifted Channel 4+1 and catch-up channel 4seven. These have been promoting like scorching muffins.
“Our superspot innovation has gone down so well with advertisers that we’ve already nearly sold out the first week of Bake Off in just a couple of days,” stated Lewis.
Last week the broadcaster put out a young to advertisers for artistic concepts to place collectively a Bake Off-themed advert break for the launch present.
Channel 4 has beforehand executed particular breaks together with a French theme for foreign-language drama The Returned; ITV has executed particular breaks together with 1 selling the Lego film through which advertisers, from Premier Inn and BT to Confused.com, ran advertisements utilizing Lego.
“Advertisers may be cautious about freeing up money for extras such as stunts or sponsorship but they know what Bake Off will deliver in terms of the audiences they need to hit,” stated the media company government. “TV advertising is their bread and butter strategy and Bake Off will be seen as an extremely exciting opportunity. There is a big appetite for the show.”