Carlton Looks At Initiatives To Increase Daytime Ad Revenue

Carlton Television is attempting to halt the recent trend in advertising which means peak time programming takes the chunk of ad revenue. It is trialling new initiatives which depart from traditional spot advertising to increase ad revenue during daytime viewing.

Managing director of sales Steve Platt explained the reasoning behind the planning: “In recent years the new money in advertising has come from technology and it is this growth category which has produced an over-demand for peak time positions at the expense of off-peak. FMCG ads (Fast Moving Consumer Goods), which traditionally took a large chunk of the daytime sector, are not spending as much money now and the daytime segment is being under-utilised.”

To fill this gap in the market Carlton is looking to other sources of income apart from traditional spot ads. It has been trialling a website for its afternoon show Home in the Country, which has been generating a lot of interest. Other plans include sponsorship, themed breaks, e-commerce, and competitions during ad time.

Carlton Television: 0171 240 4000