How do you make linear TV work harder for a visitor attraction? Put the campaign in front of the right audiences, in the right regions! That was the approach behind a linear TV advertising campaign MEERKATworks planned and bought for Silverstone Interactive Museum, using a combination of Channel 4 and ITV1 airtime.
Reaching motorsport fans on Channel 4
For the Channel 4 activity, the campaign was planned to run in the Midlands during ad breaks around highlights from the Formula 1 Hungarian Grand Prix. The Silverstone advert appeared around both the Qualifying highlights and Race highlights, placing the museum in front of viewers already engaged with Formula 1 and motorsport. It was a strong example of how programme selection can add context to a linear TV campaign. Rather than simply chasing broad reach, the placement connected the advertising message with an audience whose interests were closely aligned with the attraction itself.
Watch the advert as it appeared live during a Grand Prix break on Channel 4:
Extending the campaign across ITV1
MEERKATworks also planned and bought ITV1 airtime across the Central West and Anglia West regions, helping Silverstone Interactive Museum reach potential visitors within relevant travelling areas. The ITV schedule was weighted 80 per cent towards peak airtime and 20 per cent off-peak, with the advert appearing around programmes including Who Wants to Be a Millionaire?, ITV Weekend News and Harry Potter and the Half-Blood Prince. This gave the campaign a broader reach beyond dedicated motorsport audiences, while still keeping the TV buy geographically focused.
The Silverstone campaign shows that linear TV advertising doesn’t have to mean a national campaign. Regional TV buying allows advertisers to use major broadcasters such as ITV and Channel 4 while concentrating their spend in the areas most relevant to their audience. Programme choice can add another layer of relevance, whether that means appearing around content closely linked to the brand, as with Formula 1, or using a wider mix of popular programming to build reach.
With more than 20 years of media planning and buying experience, MEERKATworks plans TV campaigns around the audience, geography, objectives and budget. Get in touch with the team today to discuss your next campaign.