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Mercedes-Benz wins exclusive ad spot during Channel 4’s F1 coverage

Mercedes-Benz Cars UK has secured a spot as the only brand to advertise during Channel 4’s Formula One coverage, which will include for the first time broadcast on both its TV channel and digital service All 4.

The pitch was negotiated by Fuel@Vivaki, a branch of Publicis Groupe, and was part of a competitive pitch process to Channel 4, which acquired terrestrial rights to Formula One from the BBC at the end of last year.

Mercedes-Benz Cars UK will take the top commercial break position in each of the ten live Grand Prix races broadcast across Channel 4’s 2016 FIA Formula One World Championship coverage, including the British and Abu Dhabi Grand Prix.

The car brand will own the exclusive 30-second solus Pole Position break, framed with a bespoke Channel 4 bumper, to be broadcast just moments before the formation lap on every single live Grand Prix on Channel 4 throughout 2016.

Since Channel 4 has committed to not show any ad breaks during the live races, this pre-race slot is the best commercial placement on free-to-air terrestrial coverage of this year’s Formula One.

Mercedes-Benz will use the exclusive ad position to showcase a range of models including the new E-Class Saloon.

Jonathan Allan, sales director at Channel 4, said: “After significant multi-client interest in this unique commercial window before the wheels start turning on terrestrial TV, we’re thrilled to partner with Mercedes-Benz. They have a long and deep history with F1, and the brand also aligns with our track record in high quality, innovative live sports coverage, which will appeal to established F1 fans and also bring in new audiences.”

Rob Halloway, marketing director Mercedes-Benz Cars, added: “Channel 4 looks set to deliver some tremendous free-to-air coverage of Formula One this year, and we’re happy to have secured this place just ahead of the live race, when people are on the edge of their seats, ready for lights-out.”

Channel 4’s bidding process for the remaining podium packages - which offer a select number of advertisers placement in strategic break moments before the live race starts and just after the winner takes the chequered flag - closes today (15 March) at 5pm.

Kayak, the travel search engine tool, is Channel 4’s official F1 sponsor.

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Jessica Goodfellow

The Drum's media reporter covering everything from publishing, TV, social media, radio and technology.

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