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Biggest UK TV Advertising Deal Inked By Amazon As Headline Sponsor Of Bake Off

Biggest UK TV Advertising Deal Inked By Amazon As Headline Sponsor Of Bake Off
The US. Based largest e-retailer of the world – has made its largest ever UK TV sponsorship deal though a headline sponsor of Channel 4 program The Great Britain Bake Off. The e-retailer seeks to benefit from the popularity of the program.
The show is now amongst the most valued ones in the U.K. TV industry after a reported £5 million deal with Amazon according to sources. It has been elevated to the levels of shows such as Britain’s Got Talent and The X Factor.
The capabilities of the Alexa virtual assistant and its Echo speakers would be primarily promoted through the sponsorship ads. Last year, in the U.K. the largest audience in the 16 to 34-year bracket was attracted by the Bake Off show.
And with a total viewership of over 11 million, the second largest audience ever for Channel 4 was raked up by the final episode of the show. That number also includes those did not watch it live but recorded to watch it later or those who saw it in repeat telecasts. This has resulted in raising the price of the second telecast by the broadcaster.
The German baking ingredients maker Dr Oetker and the kitchen cupboard staple Lyle’s golden syrup were earlier the sponsors for the headline as Channel 4 had to break up the sponsorship between the two advertisers and this Amazon deal is therefore a clincher for the channel. Each of the sponsors had earlier paid £2 million each.
The show was effectively poached by Channel 4 from the BBC for £75 million. There were initial doubts among advertisers about the success of the show in a new look on a new channel and they had refrained from signing up instantly for sponsorship. Only one judge, Paul Hollywood, made the move from the BBC.
While there was skepticism about the success of the new lineup, which includes new hosts Sandi Toksvig and Noel Fielding and judge Prue Leith, Rival ITV had then said that Channel 4 had paid for “baking powder and tent”.
“It’s a great testimony to the success of Bake Off’s debut on Channel 4 last year that Amazon will sponsor the Bake Off programme brands this year,” said Jonathan Lewis, the head of digital and partnership innovation at Channel 4.
Bake Off: The Professionals, Bake Off: An Extra Slice, hosted by Jo Brand, and  are also included in the sponsorship deal with Amazon.
Amongst all of the major online companies, the most investment in advertising in traditional media like TV, cinema, radio, press and outdoor advertising is being done by Amazon.
Ever since the sponsorship of ITV’s Downton Abbey in 2014 for a period for two years for about £8 million, this is Amazon’s most significant strategic marketing effort.

Christopher J. Mitchell

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