Prometheus trailer

On Channel 4 in the first advert break in 'Homeland' (9pm Sunday), they took the unusual step to use the  whole ad break to trail the new Ridley Scott film 'Prometheus'. The emphasised his past successes of Bladerunner, Alien and Gladiator. They included a hash tag for audiences to tweet and their responses were played in the next ad break

The impact of the campaign was assessed here

© Showtime

Damian Lewis's Homeland soared to a new high of nearly 2.6m last night (Sunday), despite facing major BBC and ITV dramas.

As the mystery surrounding Brody began to unravel in 'Crossfire', episode nine of 12, 2.15m (8.5%) watched on Channel 4 at 9pm, with a further 421k (2.3%) on +1.

Increasing over 400k week-on-week, the US show edged its previous best in March and is cementing itself as one of Channel 4's best-rated imports in recent years.

• Channel 4 has a strong brand image being seen by ABC1 16-44s as being more trend setting, controversial (in a good way), provocative, innovative and ground breaking than any other terrestrial channel.
• Due to our challenging and alternative programming, Channel 4 resonates particularly strongly with young (27% 16-34 profile compared to 24% for average UK adult*) and upmarket viewers (44% ABC1 profile compared to 41% for average UK adult*). In addition, among ABC1 16-44s, Channel 4's advertising is seen as more relevant than any other terrestrial channel.