Television is key for soaring Domino


With sponsorship of a top amateur talent television show, and with people absorbed by television coverage of the World Cup in football-mad Great Britain, the UK operation of pizza deliverer Domino’s enjoyed a spectacular first half of 2010.

According to Bloomberg, the United Kingdom operation enjoyed a profit surge of 30% on net income that translated to $18M in US dollars.

The World Cup, sponsorship of “Britain’s Got Talent” and a third promotion called “Two for Tuesday” all figured in the gains.

RBR-TVBR observation: Ads placed during a sporting event, for this particular company, are for all intents and purposes direct response, point-of-purchase ads. See the ad, pick up the phone, order the product! Advertisers should always be on the lookout for a medium-made-to-order like this, and broadcasters should assist as-yet-clueless advertisers by figuring out just who their own media is made-to-order for.