The launch campaign will focus heavily on TV advertising. Spots were bought during ITV1’s The X Factor on Saturday with ads running simultaneously on Channel 4 and Channel 5, supported by a national newspaper and poster campaign.
“This is YouView hitting the public airwaves,” said the YouView chief executive, Richard Halton. “The brand is well-known in the media village but now it is about the public. The scale of the marketing budget is pretty heavy from launch. TV is still the biggest medium for reaching a mass audience, especially for launching a brand no one has really heard of.”
A series of press and poster ads aim to reinforce YouView features such as recording shows, catch-up TV and on-demand content. The ad campaign has the strapline “Extraordinary for everyone”.
YouView’s marketing budget was officially set in 2009 at £48.4 million up to the end of four years of operation, according to the BBC Trust. The partners agreed to invest up to £115 million between them over the same period.