Advertisers Remain Unconvinced About Itv Sales House Changes

A survey conducted by Media Audits in August – just prior to the implementation of the new ITV Sales Houses – shows that the ITV companies need to re-assure advertisers on a number of key issues:

* 86% of those questioned believe it will be harder to book single regions.

* 92% believe the changes will lead to conditional selling – or already have done so.

* 92% thought investment in programming would not increase under the new arrangements.

* 44% believe that the changes would mean the service provided to both agency and client would get worse; 22% thought it would improve.

* Despite all the fears 92% expect their TV deal to be broadly met.

Specific (unattributed) quotes included:

“We need more flexibility in a fragmented market not less.” “Will make negotiation harder all round.” “There will be increasing pressure to conditionally buy (if not conditional selling).” “They may try conditional selling, but it will be strongly resisted.”

Responses are drawn from 40% of those clients mailed, equating to a combined TV expenditure for 1994 of over £300m, with an average spend of £8.1m. Media Audits – 071 734 4080