On June 8, Channel 4 announced the launch of 4Sales’ Greenhouse Fund. The idea is to bring TV ads within reach of small and medium sized businesses with the help of match-funded commercial airtime across Channel 4’s portfolio.
The announcement did clarify that this is not something permanent, and it does demand an extended commitment to the channel:
The unique £3m airtime relief fund is a temporary solution aimed at SMEs seeking growth as the nation begins to emerge from lockdown. 4Sales match brands’ investments with the same value of free airtime, helping them to benefit from the current heightened value of TV advertising. In order to qualify, brands will commit to their campaigns being exclusive to Channel 4 for six months.
Matt Salmon, Director of Sales, Channel 4 declared his belief that the medium associated with household entertainment since the middle of the last century is still “the most effective way to build a brand.” Certainly, he is correct that viewership spiked under the pandemic lockdowns. But will that trend continue, as countries open up, and people rediscover options outside their homes?
Certainly, locking down the agreement for half a year also benefits the channel that likely experienced what many other media channels have: a significant drop in ad revenue with the prediction of a sustained slump.
There surely is something self-serving in extolling the notion that the move is guided by a desire to “help small British businesses to embrace the power of TV at a time when audience numbers are spiking and talking to consumers has never been more important.”
That is not to say that it won’t work for some businesses. Channel 4 has succeeded in lining up at least one brand through this initiative. TENZING, which produces a natural energy drink, is using it to launch its first TV ad campaign.