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CASE STUDY: Sky sponsorship of the Tony Blackburn Weekend Show

Provided by Real and Smooth Ltd
Sky wanted to create a bedrock sponsorship that can be used as a continual platform to communicate their messages over the year.

What was the Challenge / Background of the Campaign?

Sky wanted to create a bedrock sponsorship that could be used as a continual platform to communicate their changing messages across a year. Target the 'prime' audience aged 45+ - a key age demographic for Sky to ensure continued growth in subscribers.

What was the Campaign Objective?

To communicate Sky's changing messages across the year.

What was the Solution?

Sky sponsored the Tony Blackburn Weekend Breakfast Show, which runs every Saturday & Sunday from 7-10am on the Smooth Radio Network. To bring the Sky messaging to life we created 2 features: Telly Tips every Saturday morning where Tony outlines the highlights of the next 7 days TV viewing. Weekly promotion each Sunday where Tony describes a TV show he'll be watching this week and listeners call in to guess what it is to win a Sky+ box with a year's subscription.

What were the Results?

In the 12 months of the sponsorship, the number of Smooth listeners who are Sky subscribers has increased by 16%. 39% of Smooth listeners are Sky subscribers (up from 23% at the start of the sponsorship). The sponsorship reached over 3.4 million people over the 12 month period, achieving over 200 million impacts. We also delivered an additional 416,000 impacts with every promotion we ran in the show.

What were the Key Learnings of this Campaign?

"It's an absolute joy working and promoting Sky. It's a fantastic product and I love the weekly competitions and interacting with the listeners as it's product all our listeners want to win", Tony Blackburn, Presenter.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for details'Prime' audience aged 45+
35 - 44
45 - 54
55 - 64
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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