Carlton Secures NTL For Regional Ad Campaign

Carlton is to promote NTL’s telephone and internet services with a range of specially targeted regional ads.

The campaign, which will launch later this month, is designed to reach residential customers outside NTL Home’s fibre optic cable network. The agreement will see Carlton tailor the scheduling of the campaign by sub-region as well as by region. The ads will run across London and HTV West regions, as well as across the Central South and Central East sub-regions.

Commenting on the deal, Tom Paton, account director at Carlton sales, said: “Carlton welcomes the opportunity of working with NTL Home on such an exciting initiative. We look forward to demonstrating how the Carlton regions and sub regions can provide a series of successful targeted TV campaigns.”

Mike Bandiera, managing director of NTL home, added: “We believe that with Carlton’s help NTL Home will transform the UK telephony and internet market, delivering a new tier of value for money by bundling the products together.”

The advertising package was devised and sold by Carlton, which has been concentrating on winning back advertising budgets previously allocated to press, radio and internet.

Last week it emerged Carlton and Granada have proposed directly linking ITV1’s advertising rates with audience figures in an attempt to save their planned £2.7 billion merger (see ITV May Link Advertising Rates To Audience Figures).

Carlton: 020 7663 6363 www.carlton.com

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