Sky TV launches pay-per-view ads

Sky Television launches an ad campaign this week to persuade its subscribers to pay for the UK’s first pay-per-view sports event.

The 500,000 press, poster and radio campaign for the Frank Bruno versus Mike Tyson World Heavyweight Title Fight on March 16 will seek to defuse opposition to making subscribers pay 9.95 to receive live coverage of the event.

The fight will be positioned by the campaign as the focal part of a full weekend’s sports coverage, says Sky marketing director Philip Ley.

The campaign, created in-house and with The Design Clinic, carries the theme: “Sky Unleashes The Greatest Ever 24 hours of TV Sport.”

Also taking place on the same weekend will be the World Cup Cricket final, the big Celtic v Rangers and Everton v Leeds football matches, and boxer Prince Naseem’s first world title defence fight.

“While none of these other events will be pay-per-view, together they represent an unprecedented weekend’s coverage,” he says.

Sky maintains pay-per-view is necessary to ensure live coverage of the Bruno-Tyson fight in the UK. Bruno’s last fight on Sky achieved satellite’s largest audience – estimated at 18 million, including viewing in pubs and clubs.

Sky claims to have received only isolated complaints from subscribers. “We believe our subscribers understand this is the only way Sky could bring the fight to the UK,” says Ley.

Sky will offer the coverage free to non-subscribers who sign up before the fight.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here