Rightmove will be the headline sponsors of the new series of Ant & Dec’s Saturday Night Takeaway which begins on Saturday 25th February at 7pm.
The ITV programme is one of the most popular entertainment shows on television reaching millions every episode and is returning for a 19th series.
Rightmove says the sponsorship comes at the beginning of the spring selling season, coinciding with two of the traditionally busiest months for home-moving activity on the property portal in March and April.
Rightmove’s ‘This Is It’ advert will be used during the sponsorship to create a number of visuals (idents) for the programme. New, short branded Rightmove visuals will open and close each episode of Saturday Night Takeaway, as well as appear either side of each advert break, creating maximum impact with viewers.
The original ‘This Is It’ ad shows a couple imagining what their new home and life could be like if rather than letting uncertainty and a search for the ‘perfect’ time get in the way, they took the leap now, encouraging viewers at home who may be considering a move this year to take action.
As part of the sponsorship, Rightmove will feature in the famous ‘Win The Ads’ segment of the programme, and its branding will be available to see in both the live and streamed content of the show.
Ant & Dec’s Saturday Night Takeaway will air from 7pm – 8:30pm on ITV 1, and the full ‘This Is It’ advert can be viewed here:
Matt Bushby, chief marketing officer at Rightmove, said: “We want to encourage people to take action and get moving in 2023, particularly those who may have held back on their plans towards the end of last year because of uncertainty. Our headline sponsorship is timed to coincide with some of the busiest months of the year for agents, and as the UK’s number one property website, we hope to help stimulate activity further by reaching people on one of television’s most loved shows and getting more people contacting their local agent about a move this year.”
Good to know that a company extorting its clients year on year by routine 10% price hikes is spending our money so wisely on self-promotion.
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I quite liked it…
Simple advert… nothing to gimmicky.
But as you say… RM self promoting with a TV advert… ARGH…. OTM and Z didn’….. oh wait… erm… what’s different?
OTM & Z advertising to be relevant.
RM advertising to remain relevant.
Doesn’t every business do this?
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htsnom79 collapses on the sofa Saturday evening, he’s exhausted having conducted a fourth viewing with problematic buyers but thinks he’s allayed their final reservations and they’ve promised to call their solicitor Monday and authorise exchange, cue A&DSNT, thank the lord I can fire that cheque off to RM………
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Where did the lead come from?
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Good question, who knows?
ML / Flag / RM / Z / OTM / Walk In / Htsnom.co.uk / Facebook / Insta / YouTube / Friends or Family / Recommendation / Hard Advertising / Legacy Clients / Corporate Relationships / Solicitor Referral / Tout Letters / Complete Fluke
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So 100% not after a keyboard fight (as funny as that image is in my head) however…
Is that not a HUGE worry your answer is “who knows?”
I know where my leads come from, every estate agent should… be that with tech or people who say “may I ask, where you first noticed the property”… great market research?
Without wanting to sound like a smart-**** training officer: Asking at the very least will help you decide what does work and what doesn’t work.
Imagine if 95% of your sales were originally sourced from Facebook! You could seriously consider dropping Rightmove!
I monitor this and we were a surprising 40% CRM/Mailing List viewings 50% RM viewings and the rest spread out over Google and OTM. Over half of the RM leads were NOT registered on the mailing list at all when they booked to view.
Made me look at things completely differently.
It’s worth while looking at the data – because if you are 95% RM leads (or even 50%), then TBH, you should be thankful they advertise on TV for you. IMO.
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Me neither Ric 🙂
It was a rhetorical response, we too practice similar methods to see where our leads originate.
Rightmove is like America, <5% of the world population yet consume 24%> of the worlds energy, leads come from all manner of interactions and yet RM is the (notorious) ” Great vampire squid wrapped around the face of agency, relentlessly jamming its blood funnel into anything that smells like money “
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Apologies… I’ve become less surprised speaking to some EAs that they don’t know where or even how to monitor their leads.
I think I have just come to terms with RM have a brilliant business model. The fact they need us, more than we need them compounds this even more, because it is us (collectively) that allow the Vampire to keep sucking!
The above made worse by the fact most agents will list a house on RM, allow RM to provide the lead and we wonder why buyers think they purchased from RM and not us. The story not long ago that RM has made EAs lazy is SOOOOOO true.
Like most though, I do dream of a world where my company no longer feels it would be commercial suicide to drop RM and perhaps that day will only come when we a choice of Administration or try life without RM in a bid to survive another 6 months. (I hope that never happens, but I do not think any other scenario is now likely).
Such a shame,
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Ric look deeper into the data, heres one for you, ‘Consumer looks at RM find a perfect property, then looks on Zoopla and find the same property then on OTM to find the same again’, Question?? through which portal do they make the enquiry??
Now reverse the sequence take away RM and where does that leave you?
Answer: Consumers look everywhere to find their perfect home then make an enquiry through the site they are on at the time.
OTM “Only with us”, if you list your properties with OTM first this will give you a different data result and as you say if 95% of your sales were originally sourced from OTM You could seriously consider dropping Rightmove! and any other portal for that matter.
just saying…
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Valid points Ric.
Sadly I still dream of a day when RM recognises the role Estate Agents play in their offering. I have no issue with anyone spending money to win more business………that’s marketing. But they, along with other portals, are seeking to attract more of the general public to engage with their site, and by extension the agents who fund it.
The resultant calls come to us, not Rightmove, yet such self-promotion seems to overlook that aspect.
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Scruffy, I am with you… 100% on the “dream of the day” but I’ve started to train myself to dream of things more likely to come true. (Last night I won my first Grand Prix in Monaco…)
RM is here to stay. As an industry we missed the numerous clear chances – bla bla bla bla round we go with that debate…
All I am saying it… Credit RM for doing what has kept them strong IMO – Their adverts are simple, about property searches, whilst the pretenders focus on ****** valuation leads thinking all the agents want is a chance to value a property.
I think the “Request Information” is a stupid CTA button that said!!!! All the info is on the same page as that CTA button, so really it should be “Request a Viewing” and NOTHING ELSE!!!! Saturday night will be a awash with **** RM leads!
Calling people to hear “can’t remember clicking it” is the big issue, as I think they expect the details to just get pinged back through to them.
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