ITV1 is advertising one of its programmes for the first time on another terrestrial channel – Channel 4 – in an attempt to target light viewers of the mainstream channel.
Commercial space has been bought during one of Channel 4’s flagship programmes, Wife Swap, to advertise ITV1’s factual series Holiday Showdown, in which families team up to experience another family’s favoured type of holiday.
The ad airs this week and will run across a number of non-terrestrial channels. There will also be radio ads and an on-air promotion on ITV1 and ITV2 for Holiday Showdown, which is made by RDF Productions, the makers of Wife Swap .
ITV controller of marketing Jo Davey says: “We are aiming to complement the promotional power of our own air-time by targeting people who may be lighter viewers of ITV1.”
ITV1 has used other commercial channels before, advertising the launch of I’m A Celebrity…, but has never run a promotion for a programme on a terrestrial channel.
In the first episode of Holiday Showdown, which airs tomorrow (October 30) at 9pm, the Dochertys take the Plummers on a package holiday to Menorca, while the Plummers take the Dochertys for a week of luxury in Jamaica.