The BBC Worldwide-commissioned reality show, Come Dine With Me South Africa,
recently introduced an advertising screen crawl on DStv Premium channel BBC
Entertainment last week. Debuting on episode two of the hugely successful format,
the method is a first for international channels in the region.
Commonly used on entertainment channels in Europe and the United States, screen
crawls deliver an advertising message during a programme at the bottom of
audience’s screens.
Produced locally by Rapid Blue, Come Dine With Me South Africa series three
premiered on Monday 30 September at 20h00 and since then has trended number one
on Twitter during each transmission. Filmed in Johannesburg, Cape Town, Durban and,
for the very first time, Port Elizabeth, the popular series follows four strangers as
they attempt to outwit, out-cook and impress one another. The headline sponsor this
year is P & G Ariel, along with associate sponsors Haier and Nestle.
Joel Churcher, advertisement sales director, CEMA & Western Europe, BBC Worldwide,
said, “Come Dine With Me South Africa is an incredibly successful format for BBC
Worldwide, with very high quality production, in part due to advertisers’ contributions.
Nowadays, brands are constantly seeking ways to deepen engagement with their
target audience, and by offering special advertisement formats, such as the screen
crawl, we’re able to offer our sponsors just that.’
This is the second special advertising format BBC Worldwide has introduced this year,
having launched Countdown Clocks, an advertising feature which runs for 10 days in
the lead up of a sponsored show. Standard Bank, who sponsor BBC Entertainment’s
Sunday Night Drama, and Profmed, who sponsor Natural History on BBC Knowledge,
are the first to debut the new format.
BBC Worldwide’s advertisement partnerships have significantly risen recently, with 12
new brand deals since June 2013. Joel Churcher expands, “The past few months have
seen 12 new brand partnerships to deliver TV sponsorships, bespoke vignettes and
special ads – and we’re keen for this brand count to grow. BBC Worldwide channels
remain focused on delivering high quality content and creating innovative
opportunities for many brands to associate.’
