ITV Sales And Zenith Launch New Airtime Initiative

ITV and ZenithOptimedia UK have developed a new airtime sales initiative designed to encourage viewers to pay more attention during key commercial breaks on ITV1.

The initiative will be used to promote the launch of a new banking retail system to safeguard against credit-card fraud. The chip and PIN system will encourage consumers to key in their personal security number at the checkout to confirm a purchase instead of signing a sales receipt.

Selected breaks during peak-time on ITV1 will carry 5-second top and tail bumpers in support of the main Chip and PIN advertising campaign. The bumpers will appear as news style announcements and have been deliberately designed to contract to the main commercial.

Commenting on the initiative, Kim Gilroy, commercial development manager at ITV Sales, said: “Involving television sales teams at the planning and development stage of any airtime activity means that an advertiser and their agency can make best use of their resources that can be tailored to support the campaign.”

Catherine Becker, planning director at ZenithOptimedia, added: “We organised a series of media owner workshops to come back with creative opportunities – ITV Sales delivered the most relevant and creative solution and we are delighted with the results.”

Last month ITV revealed plans to shorten the length of its commercial breaks after research discovered that advertising recall improves significantly when the number of commercials is reduced. The broadcaster is understood to be replacing some of its adverts with promotional trails for forthcoming programmes, which are seen as helpful by the majority of viewers, who favour shorter peaktime breaks (see ITV Shortens Commercial Breaks To Improve Ad Recall).

ITV: 020 7843 8000 www.itv.com

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