A 60" advertisement for bet365 plays out a few minutes before the day’s big race and features live odds for that race on screen which will be relayed directly from the betting firm’s website. The ad has so far aired on February 28th, and March 7th.
The deal has been signed up for a year, and has been worked up in time for the start of the Cheltenham Festival.
Chris Braithwaite, Strategic Sales Group Manager at Channel 4, said
"We’re delighted to have found a partner for this innovative ad campaign, that shows that the TV medium can be more contextual and current that some myths would suggest otherwise. We have worked closely with the racing production team to ensure the spot is transmitted at a crucial point of the afternoon for the punter at home".
This innovative break, developed by Channel 4 Strategic Sales, is part of the department’s commitment to innovating the ad break. Other themed breaks have included a bespoke commercial break in the launch show of Grand Designs Live, which featured advertisers known for their cutting edge designs, and a retro break around Channel 4’s 25th anniversary in November 2007.
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