TV Adverts
Although the target audience of "My Syrian Boyfriend" is younger people who, as reported by Ofcom in recent months, are spending less time watching broadcast television (46% of total viewing time), the creation of a television trailer I believe for the success of this programme is still important. Not only because of 46% of viewing time is still spent with broadcast TV (are substantial junk), but also these types of adverts can now also be published on platforms such as BBC iPlayer, YouTube, Twitter and Instagram where young people are spending the majority of their time.
This means the reach of this form of advertising is still substantial, with young people viewing almost 5 hours of content like this in a day this is a large amount of time to get the advert in front of them, making them more likely to see it and be intrigued by the programme and therefore look to watch it.
I also believe TV adverts provide the most detail and insight about a program plus are more engaging. An advert with moving imagery, intense music and a voiceover is more likely to grab the attention of the viewer and become memorable than a leaflet through the door which may easily be ignored and thrown away.
Radio Adverts
I believe radio is also an important medium to market the new programme. BBC Radio 1 is the biggest radio station in the UK for young people reaching 12.7 million people in the same target age (15-24) of "My Syrian Boyfriend". Although my programme is most appropriate for prospective, current and post-university students this huge reach is going to help target these but also wider audiences that may still be interested. Also, BBC Radio 1 Xtra reaches a further 1,000,000 listeners aged 15+ increasing the reach further.
The BBC is also a big contender in podcasting via the BBC Sounds app. Podcasting is one of the fastest growing mediums amongst "My Syrian Boyfriend's" target audience with 18.7% of 15-24-year-olds now listening weekly. The radio advert produced should be therefor be played between songs on the two above stations and potentially at the start or end of podcasts.
The production of a radio advert for the programme could, therefore, reach huge proportions of the target audience of this programme in the UK through BBC Radio 1, BBC Radio 1 Xtra and BBC podcasts (because these are all BBC products the costs incurred in marketing would also remain low which is crucial for this new, non-established BBC programme).
Radio adverts are good because they are easy to make and relatively inexpensive as they just require actors voice and sound effects which can easily be taken from the shoot of the programme or gathered from copyright free audio websites such as audio jungle. This means because of the large audiences and low cost a good return can be made on the advert.
Print Adverts
I believe using print adverts is important, specifically billboard advertising on public transport networks as this is how an increasing number of young people are travelling, often spending increasing amounts of time per day doing so (some young people spend 80-90+ minutes commuting per day). This means this is a huge portion of time in which the target audience of "My Syrian Boyfriend" can be reached to market the new programme in front of. Adverts can be placed on trains, buses plus at train stations and on the side of buses.
If a striking display is created using bold text and bright imagery this can easily catch the eye of potential viewers. Having the ability to attract huge audiences.
Social Media Advertising
Social media is crucial to target the type of audience the programme is likely to appeal to most. It is estimated 99% of people in the UK aged 16-24 use social media. Twitter, Facebook and Instagram all allow tools to very specifically target users with adverts. So adverts can be created to very specifically target people that we think will like the programme. For example: we could target our social media adverts at people between ages 16 and 24 who also follow university accounts and have previously liked posts about other drama programmes similar to ours. This means the people who see the ads are more likely to watch the programme as they will most relate to the programme/have seen it previously. This will give the best return on the money spent.
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