Channel 4 reveals winning F1® Pole Position commercial partner

15 March 2016

Channel 4 and Fuel@Vivaki today announced that Mercedes-Benz Cars UK has won a competitive process to be the only advertiser to take the top commercial break position in each of the ten live Grand Prix races it will broadcast across its 2016 FIA Formula One World Championship™ coverage, including the British and Abu Dhabi Grand Prix.

Mercedes-Benz will own the exclusive 30” solus Pole Position break, framed with a bespoke Channel 4 bumper, to be broadcast just moments before the formation lap on every single live Grand Prix on Channel 4 throughout 2016. As Channel 4 has made a special commitment to not show any ad breaks during the live races, this unique break opportunity is the best commercial placement on free-to-air terrestrial coverage of this year’s much anticipated F1® season.

For the first time, this Pole Position single advertiser break is offered on both Channel 4’s live linear and simulcast broadcast on its digital service All 4 – particularly valuable for appointment to view live sporting events such as Formula One®.

Mercedes-Benz will use the exclusive ad position to showcase a range of models including the new E-Class Saloon.

Jonathan Allan, Sales Director at Channel 4, said: “After significant multi-client interest in this unique commercial window before the wheels start turning on terrestrial TV, we’re thrilled to partner with Mercedes-Benz. They have a long and deep history with F1, and the brand also aligns with our track record in high quality, innovative live sports coverage, which will appeal to established F1 fans and also bring in new audiences.”

Rob Halloway, Marketing Director Mercedes-Benz Cars, added: “Channel 4 looks set to deliver some tremendous free-to-air coverage of Formula One® this year, and we’re happy to have secured this place just ahead of the live race, when people are on the edge of their seats, ready for lights-out. As a lifelong F1 fan, I think it’s great that the races themselves are shown without any interruptions. The chance to show viewers some of our best new products moments before the grid roars off on its formation lap was too good to miss. The team’s done a terrific job in securing this coveted spot.”

Guy Edwards, Business Director at Fuel@Vivaki, said: “F1 on Channel 4 is the perfect media environment for us to deliver the Mercedes-Benz brand to its key target audience, in some of their favourite must-see programming. In particular, the solus Pole Position commercial ad break offers a quite unique media moment to deliver extra cut through for Mercedes-Benz, setting them apart in viewers’ minds as the epitome of automotive excellence just before they witness the very best drivers in the sport putting the very best cars through their paces.”

Channel 4’s bidding process for the remaining Podium Packages across its ten live 2016 races closes at 5pm on Tuesday 15th March. These further opportunities offer a select number of advertisers placement in strategic break moments before the live race start and just after the winner takes the chequered flag.

The partnership was brokered by Peter Downie, Group Agency Sales Manager and Victoria Hickman, Late Sales Manager at Channel 4 and Matt Dowling, Trading Director at Fuel@Vivaki.

Last week Channel 4 announced its Formula 1® presenting line-up following becoming the new terrestrial home of the FIA Formula One World Championship™ from 2016-2018. The team which celebrates diversity and F1® expertise includes experienced drivers David Coulthard, Mark Webber, Alain Prost, Susie Wolff, Karun Chandhok, Eddie Jordan and Bruno Senna; alongside seasoned live presenters and journalists Steve Jones, Ben Edwards and Lee McKenzie.

Channel 4’s coverage of the 2016 FIA Formula One World Championship™ begins this weekend with extensive highlights coverage of the 2016 Formula 1 Australian Grand Prix. The channel’s first live race will be the 2016 Formula 1 Bahrain Grand Prix broadcast over the weekend of 1st-3rd April.

Kayak, the travel search engine tool, is Channel 4’s official F1® sponsor.

 

Notes to editors

• Channel 4 will not broadcast any ad breaks during the live races when the wheels are turning across all ten live Grand Prix
• Live race coverage exclusive of ad breaks begins from the opening bars of the national anthem – and ends when the cars are parc fermé