S4C: Facing the Challenge of the '90s

Ratings for S4C, the Welsh language TV station were low and the TV channel had a weak image. Brand needed to become more approachable. Insight showed people watch programmes, not channels. Media: press, radio, posters. Results: BARB ratings showed increase in advertised programmes exceeded expectations. Image improvement. 577 million extra commercial impacts produced during the period, producing more than four times the advertising cost