The adverts broadcast in the pub are different to those shown at home on Sky Sports. Sky Pub Sports carries an identical programming schedule to Sky Sports, broadcasting the very best in premium live sport across four dedicated channels, the key difference between the two is the advertising content. Sky Pub Sports provides an opportunity for brands to target rugby union supporters ( mabc viewers) who choose to watch live rugby in the pub (on average 44% of the audience) by advertising in every live match broadcast on the channel during 2007.

Sky Pub Sports provides advertisers with a great opportunity to extend their brand association with English rugby. Providing exclusively live coverage of both the Premiership and European Cup rugby followed by England’s two test tour of South Africa (May 2007) Sky Pub Sports represents the best place to watch and support England as they prepare for the defence of their World Cup crown in September.

Sky are able to separate the advertising feed on their commercial and domestic subscriptions allowing different adverts to be broadcast in the pub to those shown at home on Sky Sports.

Major advertisers such as Guinness, Ford, COI, Lynx, WKD, Nike, Fosters, 20th Century Fox, EA and Carling run campaigns on Sky Pub Sports.

“Pub viewers were more likely to find advertising appealing and there was evidence of greater take-out of the creative message amongst pub TV viewers” (Continental Research for Carlsberg, May '06) "The advertising effects and brand messages of ‘young male targeted’ adverts are amplified in the highly social ‘in-pub’ context” (Carat Insight for COI, July '06) "Shared appreciation of popular adverts among a relevant peer group with commercials acting as ‘discussion points’ and often provoking a reaction to the product from viewers" (Simon Priests Associates, 2003)