SO, at long last the Ministry of Tourism is to broadcast the long-awaited Rafa Nadal promotional advert, and over the next few weeks we should see bookings to these islands jump considerably.
But wait a minute, what's this they are only showing it on Eurosport?
Has nobody told the Ministry of Tourism that the BARB figures for the week ending 14 March last, showed the most watched programme on British Eurosport was the Cross Country Skiing World Championship, with 59'000 viewers.
If the one per cent rule works, then we can look forward to 590 skiing fans heading to the Balearics this Summer (or maybe they would refer to come in Winter!)
Once again, those words head, sand and buried spring to mind when reading anything that the Tourism Board gets involved in.
Had they done their homework properly they would have seen that 106'000 watched Sun, Sea and A&E (about Majorca) on Bravo +1 in the week ending 14 March, even Fireman Sam attracted 24'000 more than Eurosport's top programme on a Cartoon channel and 66'000 watched an 18-year-old repeat of Minder on ITV4 +1 on 13 March.
Let's hope Eurosport France and Germany have bigger audiences than the UK version otherwise it will be yet another campaign that has been a waste of money.
Ian Morrison
Portocolom
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