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IS £300 PER MINUTE ″HALF BAKED″ TO SPONSOR THE GREAT BRITISH BAKE OFF ON C4


IS £300k PER MINUTE “HALF BAKED” TO SPONSOR THE GREAT BRITISH BAKE OFF ON C4

Channel Four is seeking a three-year sponsorship deal at £75m for the newly acquired Great British Bake off.

With expectations of reaching 4-5 million viewers per 60 minute broadcasts and up to 40 hours per year the question I ask is will it cut through in just three years.

£25m per year is a healthy investment for most brands but with TV audiences on the wane “marquee” shows like the Great British Bake Off is clearly a desirable partnership for big TV advertisers. But with 30 second idents’ costing £150,000 each Channel Four need instant results as the successful bidding sponsor will surely write audience reach / fee reduction clauses into the contract.  

The dangers I for-see are the in retaining the audience size could derive from maintaining the presenter dynamic and the production and deliver appeal of the BBC being maintained by Channel Four.

We’ve seen The BBC themselves self destruct Top Gear through the loss of their legendary presenter roster, Clarkson, Hammond & May. So TGBO need to be very careful how the manage their own present slots. Jo Brand has followed the show to Channel 4 but co-presenters Mary Berry, Mel Giedroyc and Sue Perkins are staying at home with the BBC. New presenters Sandi Toksvig and Noel Fielding will definitely bring their own “Marmite” presentation styles so Channel 4 will be running the gauntlet in their first few show as they wait to see if the loyal followers not only migrate channels but also take to the new presentation.

With Channel Four and The Great British Bake Off joining the higher echelons of TV sponsorship investment such as X-Factor, Coronation Street etc the question remains that will the brand they partner TGBO with be patient and become one of those great story telling sponsors like Talk Talk and Compare the Market and their predecessors Cadburys? The success of these sponsorships have not only been in the creativity of the brands but in the length of time they committed to the sponsorships. It remains to be seen whether C4 can deliver against both the transfer of the programme equity and their sponsorship ambitions.

Either way the ‘proof will be in the pudding’! ……-

 

Toby Hester

Sponsorship Coach 21 April 2017