Across 2018, against a backdrop of uncertain economic conditions, 4Sales, the ad sales arm of Channel 4, increased revenues by two per cent, adding significantly to its ad revenue year-on-year, and making it the second-best commercial performance ever in Channel 4’s history. Its new business team increased year-on-year revenues by 12%, marking their best year ever.
Projects undertaken included partnering with charity initiative #PurpleLightUp, recruiting nine brands for a break takeover film. ‘I Don’t Work Properly’ portrayed the fears that disabled people face in the workplace; 2.4million viewers tuned in, increasing awareness by 136%. 4Sales also recruited Nationwide, Mars and McCain for a break takeover to make a stand on online abuse. #TogetherAgainstHate reached over 42% of all UK adults.
In branded entertainment, Suzuki renewed All Car Driving School and Age UK returned with Old Peoples Home for 4 Year Olds. A ad-funded miniseries called “Uber: 'Where To, Britain?', going behind the scenes of Uber drivers, was also created, airing on Channel 4’s on-demand service All 4.
Issues such as the gender pay gap and inclusion have also been addressed. Channel 4 launched RISE in 2018, a forward-thinking women’s development programme, designed to develop skills and nurture confidence, while its Diversity In Advertising Award continues to change perceptions.
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4Sales continues to lead the UK ad industry in tech innovation and award-winning creativity, with a steadfast commitment to diversity, inclusion and a desire to champion commercial risk-taking. Across 2018, against a backdrop of uncertain economic conditions, we outperformed our TV competitors, increasing revenues by 2% and adding a whopping £24million to our ad revenue YOY, making it the second-best commercial performance ever in Channel 4’s history.