RAF sponsors C4 show Web stream

The Royal Air Force is to be the exclusive sponsor for Channel 4’s ground-breaking 24-hour live free internet streaming of its hoax “reality” show, Space Cadets.

Space Cadets, which starts today (Thursday) and runs for ten nights, is presented by Johnny Vaughan and follows a group of people who believe they are to undergo training at a Russian space base before being blasted into space for five days. In fact, they will spend the whole time at a disused airfield in the UK.

There is no sponsor for the main television show. The 20-second RAF ads will be shown every time someone logs on to the show’s microsite, Channel4.com/ spacecadets, to view the streaming video feed during the first 24 hours of live coverage of the training (the first few shows, covering the selection of the participants, are recorded). The deal was brokered by digital media agency I-level.

An RAF spokesman says: “With the progression of broadband, more people are now watching TV online. In 16- to 24-year-olds, we have a target audience which is at the forefront of technological advances. This sponsorship not only represents a great opportunity for us to reach them in a way that matches their behaviour, but the very fact we’re there has a positive effect on the RAF brand.”

Latest from Marketing Week


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


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.


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.


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 3703 or email customerservices@marketingweek.com

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