First Dates Available for Sponsorship - 1st Jan - 31st Dec 2021 - 4Sales
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First Dates Available for Sponsorship 1st Jan – 31st Dec 2021
First Dates 2021
From first impressions to the
awkward, yet heart-warming funny
moments. First Dates returns
experiencing the perils and charms
of dating
.
Why First Dates? First Dates is the most popular dating show on telly Target a young and upmarket audience with a much loved and talked about show Impressive reach across the 12 months An opportunity to enhance the relationship further through activation
The 2021 schedule
Channel 4
First Dates
6x60 Jan – Feb 2021 Accreditation
8x60 Sept – Nov 2021
Broadcast Sponsorship:
First Dates Hotel 1x15” Programme In
6x60 March – April 2021
6x5” CBs In/Out
1x10” Programme Out
E4
Boxsets and catch up on All4*:
First Dates Australia
12x60 April – June 2021 1x15” Programme In
3x10” CBs
Teen First Dates * where rights permit
6x60 Feb – March 2021
Plus repeats across the year
Scheduling is subject to change
Scheduled across the year
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
First Dates First Dates
6x60 8x60
First Dates Hotel
6x60
Narrative repeats across the year
Teen First Dates First Dates Australia
6x60 12x60
First Dates (repeats)
Boxsets and catch up on All4*
Scheduling is subject to change * where rights permit
Appealing to both young and upmarket audiences…
Profile Average (%) Commercial Average (%)
62
56 55 55 58
50
44 41 42
38
23
17 19
13 12 13
6 5
Men Women 16-24 25-34 35-44 45-54 55+ ABC1 C2DE
Source: BARB/TechEdge, profile of idents Jan-July20. C4, E4 and 4Seven
The sponsorship in 2021 is predicted to reach 40% of ABC1Adults
1+ Reach (%) 4+ Reach (%)
47 46
44 44
41 40 41
37 38 38
30 30
27 27
24 24 24
21 21 22
11.4m 10.1m
12m
9.6m 3.3m 7.4m
22.5m 5.4m 11.2m 7.2m
21.1m 7.1m 2.1m 4.8m
6.6m 5.5m
12.9m 12.3m 5.3m
3.4m
INDIVIDUALS (4+) A16+ ADULTS 16-34 ABC1 ADULTS M16+ WOMEN 16+ HOUSEPERSONS HOUSEPERSON ADULTS 35-49 ADULTS 50+
CHILDREN
OTS 19.7 20.4 15.9 20.7 17 23.3 22.8 22.6 20.4 22
Source: BARB/TechEdge, reach based on 12 months of previous sponsors. C4, E4 and 4Seven
The performance in 2019 brought in an average of 2.8 million viewers
per episode
Linear VoD
305
Average 000s
2,485
Source: Linear & VoD Viewing Time De-duped for First Dates Series 11 2019, all individuals. Linear = Live + PVR. VoD = Small screen + Big screen VoD
Reaching more 16-34s and ABC1s than all the other major dating shows
16-34 +1 Reach ABC1 Adults 1+ Reach
36% 36%
34%
27%
24%
21%
18%
13%
First Dates Love Island Take Me Out Dinner Date
Source: BARB/Techedge, Sept 19 – Aug 20. Programme 1+ reach % over 12 months .Includes programmes & spin offs
Unmissable on All4… Huge presence on All4 Available across 28 platforms Including access to the back catalogue of First Dates and First Dates Hotel episodes
Opportunity to make the relationship bigger and better through activation and social
Dynamic TV amplifying the sponsorship on All 4
‘The new bespoke targeting solution enabling data driven creative’
Dynamic TV enables advertisers the ability to create bespoke ad formats that
can be delivered to audience segments using data across TV, Mobile and
desktop VoD platforms. We can replicate this format for sponsorship around
all First Dates inventory on ALL 4.
Key Features
Enhancement of standard VoD –a tailored frame around the pre-roll
(15” programme in)
75% inventory (owned and operated)
Up to 1000s creatives pre-made and served in real time
Reaching a mass audience with a tailored message, dynamic sponsorship is a
first for the UK and European advertising market. Geographic Cross platform Weather Time of day Demographic
sequential and dateSocial Sponsorship in 2021… Channel 4 will post clips from each of the episodes on the Channel 4 Facebook page and cross-posted on the All4 Facebook page ensuring the content is broadcast across the C4 portfolio. The sponsor will have the opportunity to sponsor 26 videos in total: 14 episodes of First Dates 6 episodes of First Dates Hotel 6 episodes of First Dates Teens Social platforms: Channel 4, E4 (First Dates Teens) and All 4 Facebook pages Guaranteed views: 12.5 million (based on 480k views per ep) Reach: 25 million Cost: Contact your usual 4 Sales Partnerships representative. Sponsor branding: Facebook Brand Tag e.g. “Channel 4 with Brand X”, “All 4 with Brand X” (3” held on screen) Branded end card (5” held on screen)
Licensing Opportunities
Let love come to life off air!
Our sponsor will have the opportunity to build a unique brand partnership with First Dates off-air by using the logo, programme assets and bespoke
online content. You can promote your association with the series in multiple ways including:
Basic Licensing Package
Use of Programme assets (logo, backdrop, icons, font) on sponsor’s website, social media channels, within the First Dates sponsorship idents, within social branded content, consumer and trade
PR, customer and employee communications. Use of music (in-store only) subject to a PRS licence.
Use of select images from the Programmes across the sponsor’s owned platforms including social media (exact images subject to clearance). In the event the sponsor wishes to use images of
Talent, this will be subject to clearance and Talent fees, which shall be paid for directly by the sponsor.
Co-branded in store or on-pack promotion for up to 16 weeks p.a. (Sponsor to cover costs of prizes and/or production of branded packs and such activity to be subject to further Channel Four
approvals). Can be split into 3 or 4 blocks of 3 / 4 weeks if preferred.
18 social posts (including retweets and/or sharing original posts) throughout the year collectively as follows: at least 12 coming from the First Dates social channels and the remaining posts
coming from First Dates waiting staff* (maximum of 2 posts per talent) in support of the partnership. Posts can include imagery and/or boomerangs but not full video content. Any products required
to be supplied by the sponsor.
Access to episodes ahead of TX for planning purposes. No content to be shared ahead of TX.
Subject to Covid 19 restrictions, Channel 4 and Twenty Twenty will use reasonable endeavours to help facilitate access to the First Dates Hotel (Aquapetra Resort and Spa in Italy) for a branded
consumer competition (social, in-store or POS promotion) or staff incentive. The sponsor shall negotiate and finalise all contractual arrangements directly with the Aquapetra Resort in relation to
such access and cover all related costs.
*Please note that the 6x talent exclude Fred Sirieix and that under no circumstances can he be featured or tagged in any of the posts themselvesLicensing Examples
Broadcast Sponsorship, Contextual ads, Online & Social, In-store & On-pack and Social Branded Entertainment
Click to Play Click to Play
Click to Play
Click to PlayRecap of the 2021 Opportunity… The sponsorship is predicted to deliver 20 hours of brand new First Dates content on Channel 4… Plus an additional 18 hours of new episodes on E4 With a predicted broadcast 1634 reach of c.40%… Whilst reaching over 22m Adults… Delivering huge All4 impressions… With a chance to activate the sponsorship even further through licensing… Alongside social sponsorship for each episode*… *schedule always subject to change *excluding First Dates Australia
2021 Package Investment Package broken down as follows: Please contact your usual 4 Sales Partnerships rep for pricing details. A bespoke licensing package can be created subject to brief and may be subject to additional investment Offer Deadline – Midday Friday 6th November 2020 Should we receive more than one acceptable offer we will ask those parties to submit a best and final offer as part of our 2nd stage process. An asking price offer for the Broadcast sponsorship guarantees that you move into the 2nd stage. Timings and guidelines for submitting secondary offers will be clearly communicated to interested parties only. Sponsors are subject to approval from Channel 4 and rights holders. Investment above excludes any other costs, including but not limited to production and research. All offers sent to Channel 4 will require evidence that they are client backed Channel 4 reserves the right to run a SU2C sponsor around any First Dates episodes as part of a dual arrangement.
Additional opportunities
ENHANCED PRODUCT PLACEMENT OPPORTUNITY
The Opportunity For the first time ever, Channel 4 are giving advertisers the opportunity to digitally product place in the First Dates Hotel, offering true integration opportunities in a much-loved, trusted and desirable environment. Products could include (but are not limited to); • Beauty products in hotel rooms For example deodorants, sun creams, shower gels and hair products • Small Electricals in hotel rooms For example hair dryers, straighteners, headphones, coffee machines and speakers • Food & Drink in hotel rooms, hotel bar(s), restaurant tables and around the pool area i.e. on sunbeds and tables For example drinks bottles/cans, confectionary and condiments. (No alcoholic or HFSS products can be placed in show due to Ofcom regulations).
How it works… Mirriad specialise in the dynamic digital insertion of products and branding into content such as television programmes and films. Over the last few years they have been optimising their technology and have partnered with many broadcasters and digital distributors around the globe, although not in the UK. • Unlike traditional PP which requires the placement of products on set during filming; working with Mirriad enables us to seamlessly embed the products into the content during post-production prior to transmission. • This enables products to be inserted close to TX which removes many of the barriers with traditional PP • It will enable brands to do more frequent, smaller deals as opposed to more longer term commitments • It also allows us to introduce PP partners after a sponsor is confirmed due to the speed of turnaround • Finally, it enables more tactical airtime buying in breaks close to the PP, strengthening brand-programme association
Product Placement Examples
Click to Play
Click to Play Click to PlayPP Costs Enhanced PP in 6 First Dates Hotel episodes; • 6x NEW First Dates Hotel episodes - Spring 2021 • Total target second brand exposure: 60 seconds exposure across the campaign period (av. 10 seconds per episode) • C4 PL4Y Back research included • Cost: Contact your usual 4 Sales Partnerships rep. Terms & Conditions • Total secondage is an estimation - actual exposure may differ once the episode is delivered • Campaign delivered using product images/pack shots and a variety of in-video ad formats (signage to include OOH, print advertising, video & product) • Required assets from brand/agency: brand/campaign logo, OOH assets, print and video assets & product shots (where available) • All brand assets must be free from any advertising claims and calls to action • All scheduling is subject to change • Scenes may/may not include talent. Fred will not be featured in any scenes unless otherwise agreed.
Enhanced Product Placement
Licensing Package
The product placement opportunity can be extended further by licensing the rights to the First Dates Hotel to
allow the brand to promote their association with the series (during TX only), in multiple ways including:
• Use of the First Dates Hotel programme assets (logo, backdrop, icons, font) on partner’s website, social media channels,
consumer and trade PR, customer and employee communications
• Use of select images from the show (featuring product) across the brand’s owned platforms including social media.
(Exact images subject to clearance from Twenty Twenty, talent and contributors).
• 6x social posts per series from First Dates social channels and waiting staff* (maximum of 2 posts per talent) in support of
the partnership. (Details to be agreed between Brand, C4 and Twenty Twenty).
*First Dates waiting staff include: Merlin, Cici, Laura, Grant, Austin and Francesco.Appendix licence examples
Licensing Examples
Broadcast Sponsorship, Online & Social Activation
Click to Play
Click to PlayLicensing Examples
Broadcast Sponsorship, Online, In-store, Social & Branded Entertainment
Click to Play
Click to PlayLicensing Examples Contextual Ad, Online & On-Pack Click to Play
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