Granada Promotes TV Ads To Smaller Clients
Granada Enterprises has launched a new initiative to highlight the benefits of television advertising to smaller clients, in a bid to stem declining ad revenues at ITV.
The new initiative, called Campaign One, has been developed in conjunction with commercial production specialists, adlab, to highlight how cheap and accessible TV advertising can be.
The campaign will include a series of open days for clients, with the aim of simplifying the process of producing commercials and buying airtime. The first event took place last week and aimed to give clients a better understanding of what can be achieved with a smaller media budgets.
Chris Rigg, from Granada Enterprises, commented: “Campaign One offers a highly flexible approach to individual clients needs and can turn a creative concept with a relatively small budgets into commercial reality within four weeks.”
It is hoped that the campaign will help debunk the myth that smaller advertisers cannot afford to enter the TV market and should stick to press and radio ads.
Analysis of ITV’s ad revenue from February 2002 to February 2003 reveals a relatively unstable period for the UK’s largest commercial broadcaster, which continued to suffer at the hands of the ongoing advertising downturn.
The Network saw revenue peak in the run up to Christmas, with October and November proving to be particularly successful months. However, this prosperity was relatively short-lived and revenue fell below £120,000,000 in January 2003 (see below).
Analysts fear that ITV may experience a further dent in its ad revenues after its decision to drop commercials from its special 9pm news bulletins covering the military attack against Iraq (see ITV Drops Ads From Special News Bulletins).
Granada: 020 7620 1620 www.granadamedia.com
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