Auto Trader, Network Q to sign for `ads-only’ TV

Videotron is in “advanced” discussions with Auto Trader magazine and car dealership Network Q to participate in its new ads-only cable TV channel, which launches in London on April 28.

The 24-hour channel will initially target motor trade and residential property advertisers in a bid to offer a televisual classified ads service.

The concept is already established in the US and Canada where 90 per cent of Videotron cable TV subscribers in Montreal use the classifieds channel at least once a week.

“Subscribers view on average 2.6 times per week for an average 12 minutes at a time,” says Videotron multimedia services director Benjamin Ball.

The channel comprises two services, Auto Finder and Home Finder. Advertising in each category will comprise 20-second spots for individual cars or properties and “ads” – priced at a slightly higher rate – for related services, such as car dealerships and estate agents. Entry cost will be between £50 and £100 for one week.

Radio and cable TV sales house Katz will manage advertising sales.

Property and automotive advertising will be split 2:1. Advertising will run in four-hour chunks repeated six times every 24 hours – giving each ad 42 airings every week. Ads will be updated on a weekly basis.

“The two biggest purchases people make are cars and houses and these both make good TV,” claims Ball.

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