Year-long partnership with Channel 4
Estimated to reach 37 million adults
Auto Trader have agreed a 12-month partnership with Channel 4, which will see a further extension of our ‘Britain’s Biggest Matchmaker’ campaign through a series of branded idents and adverts.
The sponsorship launches on July 18th and is estimated to reach 37 million adults cross the UK over the next 12-months.
Multi-platform deal
The multi-platform deal provides a novel and contextual opportunity for Auto Trader’s campaign to reach viewers exploring either buying or selling cars. A series of bespoke adverts and idents will appear alongside relevant programmes which connect to different reasons for buying a car, with the aim of highlighting that, whatever needs or reasons someone has when searching for a car, Auto Trader is the brand to help drivers find the right one.
The adverts and idents will run across Channel 4 and Channel 4 Streaming until the end of the partnership, supported by digital and social activity.
Exposure across the biggest Channel 4 shows and sports coverage
Harnessing Channel 4’s breadth of shows and high reach, the deal also gives us exposure across the biggest Channel 4 shows and sports coverage and will kickstart with adverts playing in much-loved shows including 'Location, Location, Location'; 'Our Guy: In Columbia'; 'The Supervet'; and 'The Dog Academy'.
Further programme features are set to be announced in the coming months.
Bringing more buyers to site
The partnership is our second in as many months after joining forces with the Media and Entertainment Group Global Media in May 2023. Over 12 months there will be various promotional elements, including sponsorship of weekday afternoons on Capital and Smooth and mid-mornings on Heart FM, plus live presenter reads and fortnightly ‘text to win’ £1,000 competitions.
Both partnerships will allow us to reach mass audiences at key times of the day on different mediums ,to ensure when consumers are thinking about their next new and used car, Auto Trader is at the forefront of their mind as the platform to help them find their perfect match.