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During the afternoon, it seems more of these internal advertisements show up, which makes sense, since many advertisers would rather have their ads run during the prime time viewing times, gathering more of an audience for their products. They also run small advertisements along the bottom of the first few minutes of a show after a commercial break, adding additional messages for their own programming to capture viewers.
These ads were all good examples of ads that are geared to an adult, largely female, and affluent market. They included cleaning products during shows such as You are what you eat, and How clean is your house, which makes total sense, since these shows appeal to women, and are about issues women face, like losing weight and keeping their homes clean and neat. It is clear the advertisers are narrowcasting at this point, and gearing their ads to the audience and the shows, hoping to gain the best buy for their advertising dollars. It is also clear they expect an older, or more mature audience, because these ads are mostly all traditional, not trendy, or appealing to a younger, hipper clientele.
The automobile ads appeal to an upscale audience that is becoming increasingly aware of green issues, and the financial ads assume that the viewers have mortgages and good credit, and are concerned with maintaining that credit and finding the best rates...
All the ads in this area stressed low or best rates, ease of use, and low or no fees. There were also ads, like Jenny Craig, geared directly to women and health issues.
Several of these commercials do differ from what is seen on the major networks. There were more products geared directly to the shows, and more products that were upscale or promoted some kind of healthy or green living component. The major networks accept large accounts from many advertisers like McDonalds, Kentucky Fried Chicken, and Ross Discount stores that might not work in the BBC environment, because BBC perceives its viewers as more upscale, perceptive, and affluent, so they have different interests than fast food and off-brand discounts.
In conclusion, the BBC America channel notes they market to an "upscale decision-makers, travelers, and early adopters," and their advertising reflects this (Editors, 2008). They partner with several advertisers, and create unique content that appeals to a wide, affluent audience. BBC America provides good opportunities for advertisers in many areas, and indicates just how advertisers can reach a very specialized audience on these unique cable channels.
References
Editors. (2008). Reaching millions. Retrieved 16 May 2008 from the BBC Web site: http://www.bbcreachingmillions.com/.
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