At a time when technology is reducing the impact of spot advertising, broadcasters and brands are finding new ways to work together. One innovation is advertiser funded programming - TV programmes which combine the marketing objectives of the commercial sponsor with the editorial needs of the broadcaster. Twofour's connections with both brands and broadcasters make the agency the leading UK provider of AFP.

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Case study: Beat: Life on the Street

Awareness-raising 6 x 30' documentary series for ITV1
supported by the Home Office

Beat: Life on the Street shone a spotlight on the work of Police Community Support Services by tapping into viewers' appetite for reality TV as well as their concerns about anti-social behaviour. The series took a fly-on-the- wall look at the lives of two groups of PCSOs - in Oxfordshire and Lancashire - to see how they each help people with the problems that concern them most on a day-to-day basis - low level crime and antisocial behaviour like graffiti, vandalism, yobbishness and car crime.

The series, produced in 2006, tied in with a major Home Office recruitment drive aimed at increasing the numbers of PCSOs on our streets. Scheduled to go out in an early Sunday evening slot Beat: Life on the Street performed extremely well with audiences averaging almost 3 million.

According to marketing communications giant Omnicom the series was the most watched advertiser-funded series in the UK (IPTV/Futures conference, 14 December 2006).

"...a cost-effective way to raise awareness of issues and influence behaviour"
COI - Sunday Times 22/10/06

*** View a clip from Beat: Life on The Street ****

The Facts

Six part series for ITV1 Sundays at 6pm
First ever peak time advertiser funded programme
Average audience 2.7m per episode
Public perception rose from 28% pre campaign, 49% after advertising to 62% after watching Beat.
TVR of 30
Media Value £7.6m (Neilson Media Research)

Awards

Media Week Awards 2007: Gold for Media Spend over £1m, Bronze for Media Innovation, Grand Prix for Best of the Best

Campaign Media Awards 2007: Yahoo! Award for Best Total Communications

‘Best charity campaign’ at the Meribel Media Awards.