ISBA Demands Urgent Meeting With ITV As Fate Of News At Ten Imminent

The Incorporated Society of British Advertisers (ISBA) has called for an urgent meeting with ITV to discuss “critical issues” in the network’s performance. As ITV awaits a decision from the ITC regarding its late evening news bulletin (see ITC Tells ITV To Bring Forward Nightly News), the body, which represents the UK’s biggest advertisers, says that “advertiser confidence” in ITV has been destroyed.

The uncertainty surrounding the network over the ITC’s threatened intervention in its peaktime scheduling since the demise of News At Ten is a major concern for ISBA. The ITC is locked in discussion this morning and a conclusion to the issue is expected this afternoon. Amidst talk of a court battle between ITV and ITC are rumours that the BBC is to move its 9 o’clock news slot to a 10 o’clock position.

Another major area of concern for ISBA is ITV’s recent downturn in audience performance; the network has failed to reach its target 38.5% peaktime share and the recent release of its Autumn schedule (see ITV Launches Autumn Schedule As ITC Issues Stay Unresolved) is seen to be unlikely to change the current situation. Its Coronation Street spin-offs are deemed too “safe” according to the body, which believes something “spectacular” is needed to turn around declining ratings.

Other issues on ISBA’s agenda include the absence of ITV stations on the SkyDigital platform, which has lead to a fall in ITV viewing in digital satellite homes. Its off-peak viewing has also been seen to be failing, and media inflation has dogged the network for a number of months (see Feature: Cost Of ITV Increases As Audiences Fragment Across Digital Media).

The body expressed disappointment earlier this week over the DTI’s decision to allow further consolidation within ITV by abandoning the 25% upper limit on national advertising share which may be held by one ITV company (see ITV Merger Ruling Abolishes 25% Advertising Revenue Limit). The body believes that this will inevitably lead to increases in the cost of advertising and feels that the issue is distracting ITV from its main priority as a broadcaster.

Bob Wootton, director of media and advertising affairs at ISBA, said: “There is a persistent suspicion that ITV’s focus has been taken off delivery to its customers as matters of consolidation have taken centre stage. ISBA and its members have supported ITV over the last two years, both in terms of maintaining expenditure levels and on regulatory matters. Yet advertisers are now seeing diminishing returns for that support and its future continuation is dependent on ISBA being reassured as to ITV’s best endeavours at the highest level.”

ISBA: 020 7499 7502