'Play it Safe' is transmitted in SIC TV station after the evening news, between 21h00 and 22h00, daily. This quiz show is transmitted in prime time period, not as a commercial but as a TV programme, allowing the advertiser to escape from this period saturation (between 13.2% and 10.5%). This programme has been having very good results, in terms of average audiences, registering even higher results than the evening news (11.1% vs 10.7%).

Since this media entry has just begun we can’t evaluate its economic value for the brand, yet. But, much more than an economic return, we pursue a brand building objective, that's very hard to measure.