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Channel 4 introduces ‘Essentials’ sponsorship tier as demand swells


By John McCarthy | Media editor

July 1, 2022 | 3 min read

Channel 4 has announced a new TV sponsorship tier, with First Direct buying in as the inaugural brand partner.

From July 1 2022, the brand will appear on the All 4 Collection Lounge, which includes classics such as The Vampire Diaries and Smallville.

As video-on-demand (VOD) consumption increases, and there’s volatility in TV ad spots, sponsorship is in high demand. But there are only so many partnerships available. With the advent of VOD viewing, broadcasters can create new content buckets for brands to support.

First Direct

First Direct’s sponsorship of ‘The Essentials on 4’ was brokered by 4Sales and Omnicom’s media group PHD UK

In this instance, integrated marketing agency Wunderman Thompson developed the sponsorship idents with the strapline: “The Essentials on 4 given the First Direct treatment.”

The bank’s black-and-white text idents feature “snappy sound effects” and are designed to entertain viewers by summarizing plots in just a few lines.

This marks First Direct’s first-ever TV sponsorship, said chief executive officer Chris Pitt. “It feels like the perfect fit. This partnership brings together two major Leeds-based brands, and is a great step forward in celebrating this vibrant, thriving city.”

As part of the partnership, First Direct will also benefit from All 4 homepage takeovers over the course of the campaign, as well as an amplify ident that helps the sponsorship stand out with a dynamic frame.

First Direct’s sponsorship of ‘The Essentials on 4’ was brokered by 4Sales and Omnicom’s media group PHD UK.

Rupinder Downie, brand partnerships leader at Channel 4, said: “The Essentials strand targets a highly receptive audience through our appealing content. We are extremely excited to partner with First Direct across this all-new strand.”

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