UK digital-terrestrial service Freeview is to target pay TV customers with its latest advertising campaign by highlighting its claim that 95% of the most-watched shows are available free-to-air.
The ad campaign, created by the Leo Burnett agency, will be based around the claim that 95% of the top 1,000 programmes for the first half of last year, as identified by audience research outfit BARB, were available on Freeview.
Freeview recently jointly commissioned a study with the Post Office that found that 75% of viewing in pay TV homes were of services that were available on free-to-air TV.
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