Navigating the Content Sea: How Channel 4 and Vevo Elevate Ad Success

Vevo, the music video network, and UK broadcaster Channel 4 have issued the findings of a joint study, "Retaining Trust and Quality in a Sea of Content". The survey involved 1000 British consumers aged 16-40 who regularly consume video content. The prime objectives of the study were to identify and quantify the factors that enhance the value of ads within "fit for TV" content on YouTube.

The closer, the better

The study unveils that advertisers benefit in at least three significant ways from being adjacent to premium content:

  1. Audiences are more eager to consume premium content in superior environments and accept seeing ads as part of the organic experience.
  2. Premium content is 3.2 times more likely to be viewed on a TV than non-premium content. Premium makes watching an enjoyable, relatable, engaging, and relaxing activity as viewers tend to spend more time doing it jointly with their family and friends, in this way also enhancing reach, engagement and reception.
  3. The bigger screen experience in a comfortable setting makes viewers open to and expecting of ads.

In the light of the halo

Viewers are more likely to have a positive emotional response to premium publisher content, which creates a positive halo effect on advertising brands. The study reported nearly a 50% increase in people who liked or loved "fit for TV" content compared to non-premium content, leading to higher levels of attention paid to ads and a greater likelihood of considering the brand in the future.

Ads in "fit for TV" content were considered more enjoyable and shareable, with 62% of respondents stating they enjoyed the ad when they liked or loved the surrounding content. This also resulted in enhanced impressions of the ad brand, with 61% recalling their favourite ad being within premium content. No surprise here, as we like – we share!

In premium we trust

The study shows that premium also increases value and trustworthiness. Brands advertising with premium publishers are perceived as more luxurious, with proven value, credibility, and trustworthiness.

Trust and believability metrics doubled when an ad was found within premium content, while negative connotations for the brand decreased significantly. The quality and desirability of brands also saw a significant boost within premium environments.

Overall, advertising brands are expected to be of higher quality when situated within "fit for TV" content, creating a strong link and an association between the quality of ads and the content they are placed within.

The research findings emphasise the importance of premium content environments for advertisers, as they enhance brand perception, engagement, and trust, ultimately contributing to more effective and successful advertising campaigns.


"Since the launch of 4Studio, our social content production and distribution arm, we've built a significant presence across a number of tech platforms. We've achieved this by distributing both established TV content and original content through new channels such as 4.0. It's been a learning curve understanding how to cut through and find new audiences, but we wanted to team up with a globally established expert like Vevo, who shared our production values and standards. Our objective was to gain a better understanding of the benefits on offer to advertisers through accessing TV content within these new environments vs all the other video content available," added David Amodio, Deputy Head of Digital Innovation and 4Studio, Channel 4.

Introducing Cé6lia: An Intelligent Assistant for M6 Group’s Advertising Solutions

On October 16, 2023, M6 Publicité unveiled Cé6lia (pronounced Cécilia), a groundbreaking intelligent assistant designed to cater to all inquiries about the M6 Group and its advertising solutions. This innovative addition to their digital ecosystem is set to transform the way information is accessed within the media and advertising industry.

Cé6lia's primary objective is to provide comprehensive and customized responses to a broad spectrum of questions about the M6 Group, its diverse programs, and the advertising solutions offered by M6 Publicité. Whether you're curious about Top Chef's audience, contemplating the advantages of TV advertising, or seeking details on radio's 20-second format index, Cé6lia has the answers. This intelligent assistant also extends its capabilities to furnish information on video and audio terms and conditions, corporate social responsibility commitments, the legal underpinnings of the advertising market, and a plethora of other topics.

To access Cé6lia, all you need to do is visit Powered by the cutting-edge generative AI technology of Chat GPT 3.5 from Open AI, Cé6lia promises a conversational experience that is engaging, informative, and tailored to each user. It is designed to cater to advertisers, agencies, potential clients, and even M6 Publicité's employees. This commitment to accessibility and innovation marks a significant stride in enhancing the quality of their services.

Maxime André, Marketing, Innovation, and Communication Director at M6 Publicité, aptly summarizes the impact of Cé6lia, saying, "With Cé6lia, access to our essential information is now remarkably simple, whether you are a prospect or a media expert looking for details on the M6 Group's advertising offering. This new intelligent assistant embodies our constant commitment to innovation and represents a key step in our strategy to improve the accessibility of our services."

Cé6lia is not static but continually evolving. This intelligent assistant is dedicated to offering increasingly exhaustive, pertinent, and comprehensive responses to all inquiries. It operates with the highest standards of privacy and security, ensuring that user interactions remain anonymous and that no data is collected by M6 Publicité.

It's important to note that the answers provided by Cé6lia are informative and engaging, but they do not constitute binding commitments on the part of M6 Publicité.

In conclusion, Cé6lia's arrival is a milestone in making vital information about the M6 Group and its advertising solutions more accessible than ever. As it evolves, it's poised to redefine how information is accessed within the media and advertising landscape while upholding strict standards of anonymity and data security.

SNPTV and French sales houses launch a common carbon calculator for greener TV advertising

French trade association SNPTV and its membersales houses TF1 Pub, M6 Publicité, FranceTV Publicité, Canal+ Brand Solutions, Altice Media Ads & Connect, Amaury Media, beIN REGIE, and Paramount introduced a common carbon calculator beginning of September.

This tool is designed to measure the carbon footprint of both linear and catch-up TV advertising campaigns, representing a significant step towards environmental sustainability.

The origins of this initiative can be traced back to the publication of a methodological framework by SNPTV, which primarily focused on assessing the carbon footprint of linear TV advertising campaigns. This framework was introduced three months before the launch of the carbon calculator. Concurrently, the SRI and the Digital Alliance released an updated calculation framework for assessing the carbon footprint of digital campaign distribution.

This carbon calculator relies on robust data derived from market sources, validated by a dedicated working group and experts, including Médiamétrie, ensuring the accuracy of its measurements.

The calculator adheres to several key recommendations outlined in its framework, such as focusing on the broadcast of linear TV and catch-up campaigns while excluding the production of advertising spots.

It considers elements like storage, network transfers, and viewership. Furthermore, it encompasses a comprehensive analysis of the entire life cycle of the infrastructures and terminals used for broadcasting, contingent upon data availability.

The calculator also accounts for the diverse broadcasting technologies employed in television broadcasting, including TNT, Satellite, IPTV via Internet Access Providers, and Over-the-top (OTT) digital networks, each governed by distinct models. Additionally, it introduces indicators tailored to the unique nature of TV audience measurement and provides a methodology for converting the GRP4+ audience indicator into a meaningful carbon footprint measurement for individual campaigns.

SNPTV envisions this calculator as a catalyst for establishing a robust, harmonised, and interoperable system for measuring the carbon footprint of advertising in France. It has been seamlessly integrated into the Meta-reference approach of the Union des Marques (the advertisers’ trade body) in April 2023 and aligns with industry commitments to sustainability. While the calculator does not come with a specific future commitment, the association has initiated the identification of carbon-intensive stages and is set to create working groups by year-end to exchange best practices for reducing their carbon footprint.

The development of this carbon calculator was made possible through a partnership with DK, a French industry leader in calculating the carbon footprint of media advertising campaigns. DK operates as a SaaS platform, offering carbon measurement and optimisation solutions for advertisers, publishers, and agencies. Importantly, it stands as one of the only solutions in the market capable of measuring carbon footprints across all media formats, spanning Print, Digital, Radio, urban billboards, and now, TV. The tool will be used throughout the year, initially by the SNPTV members, allowing them to provide results upon request from agencies or advertisers. However, by early 2024, the goal is to allow interested agencies or advertisers to have the tool in-house to directly calculate the impact of their campaigns.

This common carbon calculator underscores SNPTV's commitment to the climate contract, established under the purview of Arcom in June 2022. It serves as a testament to the French industry's dedication to advancing ecological transition in media management.

Paramount & The Marketing Scientist Group explore the effectiveness of TV program sponsorships

In the ever-evolving world of advertising, staying ahead of the curve is essential for marketers seeking to engage their audiences effectively. Recent research, conducted over several years by the Marketing Scientist Group and Paramount ANZ known as the "Science of Sponsorship," has unveiled compelling insights into innovative advertising strategies.

This research demonstrates that while traditional TV commercials (TVCs) have long held a dominant role, advertisers should consider embracing TV program sponsorships as a more potent alternative.

These sponsorships, when executed with depth and precision, exhibit a remarkable ability to enhance brand and advertising metrics. Integrated content within these sponsorships is a particularly potent tool for capturing and retaining viewer attention, and it even contributes to the development of mental availability—a pivotal factor in brand growth.

Why It Matters

Adopting a forward-thinking perspective, advertisers should explore avenues beyond the conventional TVC format and delve into TV program sponsorships, as this research underscores their effectiveness in brand promotion. The depth of sponsorship and the integration of content significantly impact brand metrics. Moreover, TV program sponsorships have demonstrated their superiority over traditional TVCs in ad-supported streaming environments, a trend that aligns perfectly with the increasing prominence of streaming platforms.

The Research Study

The foundation of these groundbreaking insights rests upon an extensive quantitative survey and viewing experiment that engaged 2,200 Australian TV viewers aged 18-69. These participants were exposed to varying combinations of brand and ad placements within popular TV series, providing a rich source of data and findings.

One of the research's key findings highlights the importance of incorporating multiple sponsorship elements to enhance brand and advertising metrics. A critical observation is that increasing the "opportunities to see" a brand directly correlates with heightened viewer attention.

Deeper sponsorships, in particular, shine for their ability to offer more "opportunities to see" brands. This extended exposure translates into increased viewer attention. Participants in the study had the opportunity to engage with more seconds of brand-integrated content, relevant billboards, and TVCs, ultimately resulting in heightened attention.

The research delves into deeper memory measures, placing a specific focus on mental availability—the likelihood that consumers will recall an advertiser's brand when making purchase decisions. Deeper sponsorships significantly enhance mental availability, increasing mental market share compared to the control group. Furthermore, these sponsorships boost agreement with key campaign messages.

The Dominance of Integrated Content

Integrated content emerges as the most potent sponsorship element for maintaining viewer engagement and bolstering essential brand metrics. It effectively drives purchase intent, encourages agreement with campaign messages, and captures viewer attention. Participants also responded more favourably to sponsorship perceptions when integrated content was a component.

Implications for Advertisers

These research findings represent a significant leap in our understanding of the effectiveness of TV program sponsorships, offering valuable insights for advertisers:

  • Embrace a Multifaceted Approach: Advertisers should consider incorporating multiple sponsorship elements to enhance brand and advertising metrics.
  • Recognize the Potential of Deeper Sponsorships: While deeper sponsorships may necessitate a higher initial investment, the results demonstrate a commensurate improvement in brand and ad metrics.
  • Leverage Integrated Content: Integrated content emerges as the most effective element, capturing attention and building mental availability.

Traditional TVCs, while likely to remain a convenient option for advertisers, may no longer be the most effective choice. This research underscores the compelling effectiveness of deeper TV program sponsorships. Despite potentially higher costs, these sponsorships offer substantial returns on investment. Even billboards, when combined with standard TVCs, outperform the traditional TVC format. Integrated content, though resource-intensive, provides a unique medium to captivate viewer attention and build mental availability, ultimately driving brand growth.

In conclusion, this study serves as a compelling call to action for advertisers to explore TV program sponsorships as a strategic and effective advertising approach. It's time for advertisers to look beyond traditional TVCs, unleash their creativity, capture viewer attention, and achieve remarkable results. In essence, it's time for advertisers to "get with the program."