Channel 4 and Sky could merge ad sales teams

Channel 4 and Sky are discussing a possible merger of their ad sales divisions.

A merger would provide an alternative for Channel 4 if it is unsuccessful in securing a partnership with BBC Worldwide (see Andy Duncan: C4/BBC Worldwide deal is weeks away)

It is unlikely that a combined sales unit would be referred to the Competition Commission, as it would have a smaller share of TV ad revenue than rival ITV’s 41%.

According to a report in the Times, a deal would make it possible to reduce the combined sales team by around 50%.

Channel 4 is thought to be cooling on the proposal, however, while Sky is said to be still keen.