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If distinctiveness is such an obvious strategy then why do few brands employ it, asks Richard Shotton.

UTV is Northern Ireland’s biggest commercial channel and on completion of the deal ITV will own 13 of the 15 regional licences for the Channel 3 network – as well as new channel UTV Ireland.

After lulling viewers into a comforting sense of familiar calm for four weeks now, last night’s trip to Downton Abbey (10pm) had a deliciously nasty and grotesque surprise in store for fans.

For the second night in a row Lord Alan of Sugar and his band of marketing mercenaries stormed the 9pm slot for BBC One, with the sophomore episode of The Apprentice giving viewers an unprecedented twist.

Speaking at IAB Engage on Thursday, the company’s UK and US CEOs unveiled L.E.A.N, which has been designed to combat what they both described as the “biggest challenge” for the media industry.

The move forms part of a wider senior restructure, which will see current CEO Grant Millar become chief client officer, ZenithOptimedia Worldwide.

The level of online ad viewability in the UK rose 3% to 52% in the third quarter of 2015, according to ad verification company Meetrics; however, an estimated £1 billion a year is still spent on unseen ads.

Alongside easing revisions to marketing budgets, optimism regarding marketers’ wider industry financial prospects continued to wane in the third quarter of 2015.

Wednesday night brought the eleventh series of cringe-powered reality show The Apprentice (BBC One, 9pm) to the nation’s screens, as another hoard of buzz-word spouting ‘professionals’ entered Lord Sugar’s arena.

ZenithOptimedia’s Richard Shotton explains why being able to target consumers by their emotions is something that advertisers should be taking advantage of.