Nike has switched 350,000 of its TV budget onto posters during the Euro 96 Championships because of the BBC’s hold on the final games and the price of ITV airtime.
Nike has bought a week-long package of 2,300 48-sheet posters from Mills & Allen. The sites were available because M&A runs a different booking cycle from other contractors and had the final week of Euro 96 free.
The BBC has first choice of which quarter- and semi-final games to show. The final will be a joint transmission, but historically two-thirds of the audience chooses BBC.
Nike’s move follows complaints from advertisers and agencies about the cost of airtime during Euro 96. Nike’s media buying agency, Manning Gottlieb Media, has linked the M&A deal with a TV push during the early part of the championships.
ITV’s ratecard for Scotland and England games and the semis and final is claimed to be up to 80 per cent higher than average prices.