RTÉ Television Sales offered our food and drink clients a unique opportunity to advertise in our specially-themed ad break, 'Fabulous Festive Feast' during Richard Corrigan's Christmas Cook-Along Live Show on Tuesday 22nd December 2010 on RTÉ One.
During the two parts of the show, Richard prepared and cooked a Christmas feast live from Farmleigh, offering lots of handy tips along the way. The two themed ad breaks led with the tagline "Let's see what we can cook up in the next few minutes".
This break innovation offered brands with a strong Irish association the opportunity to advertise in 'Proud To Be Irish' themed ad breaks. The two-spot package included spots in the centre-break of The All Ireland Talent Show Results programme on March 15th and during the St Patrick's Day Parade coverage on March 17th.
The All-Ireland Talent Show results programme attracted an audience of 662,000 Adult viewers, which ranked it among the top 5 programmes across all channels for the first quaRTÉr of this year (Based on any day, any time, best episode). The 2008 St. Patrick's Day Parade coverage on RTÉ One achieved a 53% share for Adults.
RTÉ Television Sales commissioned a research study with i-Reach on the 'Proud to be Irish' themed ad break to measure awareness levels and the perceived uniqueness of the ad break among consumers. We also gained insights into the impact of the ad break on brand perception for the products included in it and consumer views on themed ad breaks in general.
On Thursday 19th February 2009, RTÉ Television broadcast its first themed ad break in the mid break (20.45) of Operation Transformation.
Operation Transformation, which regularly exceeded an average audience of half a million viewers, followed six chosen leaders as they attempted to transform their health and lifestyle.
The ad break led with RTÉ Television's own themed ident informing viewers of the upcoming 'lifestyle choice' themed break. "This is good for you! Keep Watching the Ad break".