Female announcers are mobilised to develop “Escort-Ads” positioned to amplify TV commercial effects.The format is for such announcers to perform short skits linked to the products within sales program promotion spots (which are definitely not products ads).Sponsor TV commercials are then aired directly after the skit spots, in a scheme in which the program promotion literally “escorts” the sponsor’s commercial.

Compared to normal TV commercials, unaided awareness of these commercials increased by 600% and their likeability by 140%, while product purchase intention was up by 130%.

Sales of this format have been outstanding since the marketing launch in 2009, as reflected in a rush of repeat clients.

Moreover, the positive impact of the program promotions themselves has also been instrumental in raising the level of interest and attention in sports programs.