Arsenal is the latest premiership club to take MDM-TV, a closed-broadcast to networked plasma screens throughout the concourse and bar areas in football stadia.
Fans attending Newcastle, Manchester City, Aston Villa, West Ham and Derby have enjoyed the mix of the live match, advertisements, half-time highlights and up-to-the minute news and information about matches elsewhere since the beginning of last season.
Installation of the 64 screens with intelligent audio (the sound level automatically adjusts to take account of ambient noise levels) has been completed at Highbury and full transmission will begin on October 2. A further six clubs are under contract to Match Day Media, which will provide advertisers with access to fans at most of the UK’s largest football stadia.
Said Angus Kinnear, marketing manager at Arsenal: “MDM-TV’s unique service means that when our fans are not enjoying the action on the pitch they will be able to watch match highlights and catch up with the latest news from around the Premier League.”
MDM-TV occupies a unique place in the media market, attracting spend from both the ‘TV’ and ‘Outdoor’ media budgets of global brands.
Its appeal lies in the fact that fans are largely males between 16 and 44. MDM-TV alone enables advertisers to reach this elusive audience with broadcast-quality content before the match and at half-time.
“Our research shows that people are drawn to watch the screens by the information and highlights and therefore have a very high recall of the ads they have seen”, said Gerry McKenna, managing director of MDM.
Last season, MDM-TV attracted advertising from global brands, including EA Sports, Coca-Cola, Guinness, Nokia, Samsung, and Universal Pictures.
