Peugeot 107 Joins Forces With Bauer Media and C4

Bauer Media today announces a new and exclusive sponsorship campaign for the Peugeot 107 running across 4Music - the UK's biggest music channel.
 
The thirteen week ‘Drivesexy’ campaign, launching on Sunday 15th March, will see Peugeot 107 sponsoring 4Music Sunday’s. Creative will drive viewers to enter a competition to win a brand new Peugeot 107. The activity will be further supported by 60 second promotions and 10 second blipverts running across Bauer Media/ C4 TV channels Kiss, Magic, The Box, Smash Hits and 4Music.
 
The six figure deal was brokered by David Saunders, Bauer Media TV Controller and Ross Minton,  Associate Director at OMDUK,  with all creative produced by Bauer Media’s in-house TV division.
 
Kate Sturdy, Media and Market Research Manager at Peugeot, said
 
“We are really excited about the work Bauer Media are producing on our behalf for the Peugeot 107 ‘Drivesexy’ campaign. The Bauer Media/C4 activity, which includes 4Music Sunday's compliments the targeting we began last year with Kiss FM and gives us a media presence to support our dealer network across the entire UK.”
 
Darren Khan, TV Sales Director at Bauer Media, commented:
 
“With 4Music now firmly the No 1 Music Channel in the UK, adding value to both the viewer and advertiser experience, the partnership with Peugeot 107 and 4Music Sundays is a firm recognition of C4 and Bauer Media’s investment into growing key audiences for our customers. We are extremely happy to have Peugeot 107 partnering one of the strongest strands of 4Music, as well as a number solutions across the rest of the portfolio.”
 
Notes to editors
 
Digital television has 88% penetration in the UK and our seven Box TV channels are carried in 66% of homes. 
 
Box TV – Bauer Media’s joint venture with Channel 4, one of the UK’s biggest terrestrial broadcasters – achieves a 38% market share of music channel viewing in the UK (YTD September 2008).
 
Adults 16-34 - share of The Music Television Market
 
The Box: 3%
Smash Hits: 2%
Q Channel: 2%
Magic TV:  4%
Kiss TV: 4%
Kerrang!: 3%
The Hits/4Music: 20%

Total Box TV: 38%
 
Source: BARB/TNS, Jan-Sep 08

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