£11m ITV Airtime Devoted To Promos

ITV hopes to play down the self-promotion debate this summer, when it launches a massive promotional campaign on its autumn schedule. By attracting more viewers and in turn more advert- isers, the network aims to prove that promos do work, opposing the common suggestion that viewers constantly zap during ad breaks containing promotional material. The campaign is worth £11m in airtime and will boost shows like Prime Suspect III.