Commonly used on entertainment channels in Europe and the US, screen crawls deliver an advertising message during a programme at the bottom of audience's screens.
Come Dine with Me South Africa series three premiered on Monday 30 September at 8pm and since then has trended number one on Twitter during each transmission. Filmed in Johannesburg, Cape Town, Durban and, for the first time, in Port Elizabeth, the popular series follows four strangers as they attempt to outwit, out-cook and impress one another. The headline sponsor this year is P & G Ariel, along with associate sponsors Haier and Nestlé.
Joel Churcher, advertisement sales director, CEMA & Western Europe, BBC Worldwide, said, "The series is a successful format for BBC Worldwide, with very high quality production, in part due to advertisers' contribution. Nowadays, brands are constantly seeking ways to deepen engagement with their target audience and, by offering special advertisement formats such as the screen crawl, we're able to offer our sponsors just that."
This is the second special advertising format the channel has introduced this year, having launched 'Countdown Clocks', an advertising feature that runs for ten days in the lead up of a sponsored show. Standard Bank, which sponsors BBC Entertainment's Sunday Night Drama and Profmed, which sponsors Natural History on BBC Knowledge, were the first to debut the new format.
The channel's advertisement partnerships have significantly risen recently, with 12 new brand deals since June 2013. "The past few months have seen new brand partnerships enthusiastic to deliver TV sponsorships, bespoke vignettes and special ads and we're keen for this brand count to grow. The channels remain focused on delivering high quality content and creating innovative opportunities for many brands to associate," concludes Churcher.
