Industry Thinks News At Ten, Not Eleven, Best For Advertisers, Says Survey

An email questionnaire undertaken for last night’s Media Question Time revealed that 70% of the media professionals who responded felt that it would be more beneficial to advertisers if ITV’s nightly news bulletin went out at 10pm rather than 11pm.

On the subject of the possible consolidation between ITV giants Granada and Carlton, for which last year’s Communications White Paper could clear the way (see White Paper Paves Way For Single ITV), just over 64% thought that it would be less beneficial to advertisers if it occurred.

The cause for the abolition of the licence fee received only muted support from respondents, as only 41% thought the BBC was not justified in continuing with the licence fee in light of its broadening commercial interests.

Opinions on the share of advertising revenue over the next five years showed that respondents are expecting considerable movement. Almost 86% of respondents thought that the total share of revenue going to the press (51.1% acording to Advertising Association 2000 figures for 1999) would decrease. An almost even split was seen for TV, with 46.2% expecting TV’s 32.1% share of revenue to increase, and 53.8% expecting it to decrease. A similar story was seen with direct mail, which attracts 12.3% of total advertising revenue. Outdoor and transport, which has 5.4% share at the moment, is expected to do well, with 70.5% of respondents expecting its share to go up. An even larger proportion, 82.1%, thought that radio will see an increase to its 4% share.

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