C4 fund for first-time advertisers

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C4 logo Channel 4 has announced a new initiative that offers small and medium-sized businesses (SMEs) that have never advertised on TV before match-funded commercial airtime across the channel’s portfolio. 


4Sales’ £3m Greenhouse fund is designed as a temporary relief resource aimed at SMEs seeking growth as the nation emerges from lockdown. 


4Sales matches 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.


Natural energy drink brand TENZING is the first company to take advantage of the new match-fund offer, having never advertised on TV before.


Matt Salmon, director of sales, Channel 4, said: “TV is the most effective way to build a brand and in the current climate also offers incredible value for advertisers. 


“As we start to see the economy opening up again and lockdown easing our new Greenhouse Fund will 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.”