S4C SIGN NEW WEATHER SPONSORSHIP DEAL

WELSH independent broadcasters, S4C, have announced that they have signed a major new sponsorship deal with north Wales bed manufacturers, Adjustmatic Beds, to sponsor all of their prime-time weather bulletins.
S4C International’s Head of Advertising Sales and Sponsorship, Richard Moremon, said: “Adjustmatic Beds are the first sponsors on S4C to take advantage of the new ITC regulations. These allow for sponsors to include their product and telephone numbers, thus making this form of promotion a much more attractive option.”
The new sponsorship, which began on February 1 includes the slogan ‘Adjustmatic – as changeable as the weather’.
The deal was brokered by Harrogate and London media buying company, Response Advertising Media (RAM).
RAM Head of Media, Kelly Farrington, said: “It was particularly important to Adjustmatic Beds to raise awareness and local pride in their products, which are manufactured in Denbigh and sold throughout the UK.”
A combined audience of more than 600,000 people tune into S4C’s weather bulletins every week. Based on audience figures from last year, it is expected that 44 per cent of the Welsh population will see the sponsorship within three months and 73 per cent within a year. (CD)