13 January 2013 - 3:12pm | posted by | 3 comments

Domino's Pizza in Splash! Sponsorship Fail as it clashes with Government's new Change 4 Life campaign

Domino's Pizza's sponsorship of ITV diving reality show Splash! suffered a huge belly flop last night when the government's stern warning about the fat content of pizzas was broadcast a few seconds after one of Domino's bumpers advertising its connection to the programme.

The unfortunate juxtaposition will undermine any sense of triumph generated by the unexpectedly impressive ratings secured by the programme which has teenage Olympian Tom Daley teaching a motley crew of minor celebrities how to perform a dive. Despite being lashed by the critics, Splash! was the most-watched Saturday night broadcast for the second week running.

This is the second example in recent weeks of an ill-timed sponsorship bumper striking a jarring note - during a broadcast of 'The Girl with the Dragon Tattoo' on Channel 4, a bumper for Phones 4 U inadvertently created the impression that the mobile phone retailer was making light of a brutal rape scene.

It offers a further reminder to broadcasters and advertisers that there's a pressing need for joined-up thinking when it comes to media scheduling.

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Comments

14 Jan 2013 - 10:20
stuar66864's picture

Does The Drum really think that consumers are so dumb, they can't differentiate between a break bumper and the programme being sponsored, or indeed that advertisers are so dumb that they believe that if you sponsor a programme, they have rights over the whole ad break? Come on. I'm sure that somebody at Domino's may have guessed that there was likely to be a healthy eating campaign in January (surely not!) and that it may use ITV (heaven forbid!) and maybe buy the odd spot in Splash! (whatever next!) ?

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14 Jan 2013 - 10:06
stuar66864's picture

Does The Drum really think that consumers are so dumb, they can't differentiate between a break bumper and the programme being sponsored, or indeed that advertisers are so dumb that they believe that if you sponsor a programme, they have rights over the whole ad break? Come on. I'm sure that somebody at Domino's may have guessed that there was likely to be a healthy eating campaign in January (surely not!) and that it may use ITV (heaven forbid!) and maybe buy the odd spot in Splash! (whatever next!) ?

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14 Jan 2013 - 11:42
jasonstone's picture

@stuar66864 You're wrong if you imagine this isn't an issue that concerns advertisers.

And claiming that consumers can't be confused by conflicting messages is a different version of the argument which claims that advertising has no influence at all.

Ask yourself whether Domino's would have opted for this juxtaposition? Now consider the fact that people who work at media agencies and at broadcasters are paid to execute their clients' wishes.

This article isn't suggesting that consumers are dumb but it is suggesting that they're influenced by advertising content and that context matters. Would you disagree with this?

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