The Punch Group is planning to invite youth and drinks brands to advertise on a satellite TV channel being rolled out in its 220-strong chain of Mr Q’s and Q’s pubs.
Owned by the Punch Group, Q’s TV is currently being used to push in-house promotions and forthcoming events to customers in 150 of the branded venues. There are plans to roll out Q’s TV to all 220 outlets by the end of the year.
Once research into the channel’s impact on promotions is complete, Punch Group will seek to attract external advisers to make the system self-funding.
A Punch Group spokeswoman says: “We are already generating interest, but any ads would have to be in keeping with Q’s TV, which is aimed at the 20s to mid-30s age range.”
She adds that potential advertisers are likely to include drinks brands, as well as leading young fashion and leisure brands.
Diageo-owned media company Translucis last week announced it is planning to supply bars and pubs with plasma screens showing ads and entertainment. The screens will also enable drinks companies to m
easure the correlation between a brand’s exposure on screen and its sales behind the bar (MW November 16).
With the boom in digital TV anticipated to make it harder for advertisers to reach their targets, and research showing that young people are spending increasing amounts of their leisure time in pubs and bars, pub TV could prove to be an attractive medium for advertisers.