Published on March 21st, 2018 | by Brad Gibson0
BritBox goes after new subscribers with TV, radio ad campaigns
The subscription video-on-demand service BritBox is going after new U.S. subscribers – and consequently, Apple TV users – with a multi-million dollar online, TV and radio ad campaign focused on older, more affluent consumers.
BritBox said a large part of its campaign will be focused on markets like Austin, Texas, and Portland, Oregon. The company also revealed a large percentage of its audience is women over 55 that live in cities beyond major metropolitan areas like Los Angeles, New York, and San Francisco.
The TV spot features British comedian and actor Alan Davies, describing BritBox as “the new streaming home of great British telly.”
We're so excited to show you our first ever TV ad, featuring true British gent Mr. @alandavies1.
— BritBoxUS (@BritBox_US) March 19, 2018
Calling the service an “escape,” Davies describes the variety of programming available as “mysteries to histories…comedies to cookeries.”
The service – which is available on Apple TV through its app – launched in March 2017 for $6.99 per month after a 7-day free introductory trial in the U.S. The service is jointly owned by BBC Worldwide, and ITV with a minority stake owned by AMC Networks which has a non-voting minority stake in the service.
It focuses on British television content, featuring current and past shows supplied by the two networks. Shows include soap operas like EastEnders and Coronation Street, as well as The Office, As Time Goes By, Miss Marple, and Agatha Christie’s Poirot.
The company recently reported it had reached a subscriber milestone of 250,000 customers in just under a year since its launch.