London Weekend Television is planning a series of stunts to promote the first Formula One Grand Prix on ITV this weekend after a survey revealed public doubts over the quality of the network’s coverage.
Just under half of motor racing fans aged between 15 and 34, which is ITV’s target age group, expect the quality of ITV’s coverage to decline compared with the BBC’s, according to the survey by CIA MediaLab.
Only ten per cent of respondents in the age group believe the coverage will improve, even though ITV has hired the BBC’s main commentator, Murray Walker.
ITV is devoting hours of coverage each race weekend to F1 as its believes it will bring in new, valuable, young male viewers from the BBC.
LWT is putting actors dressed as F1 crews carrying race information at the major traffic blackspots in London to promote this weekend’s Australian Grand Prix.
It will also project a race promotion on the side of its building next to the Thames and run a radio campaign on Capital.