Commercial TV Giants Form Ad Marketing Bureau
Three of the nation’s largest commercial television broadcasters, ITV, Channel 4 and BSkyB, have announced plans to create a marketing organisation to boost the profile of small screen advertising, following in the footsteps of the Radio Advertising Bureau and ploughing funding worth £1 million into the new venture.
The as yet unnamed organisation will be responsible for promoting the advantages of television advertising and will be charged with increasing the sector’s overall market share.
Speaking to the Sunday Telegraph over the weekend, ITV chief executive Charles Allen said: “We are moving towards creating the equivalent of the Radio Advertising Bureau in television.”
The need to boost the profile of TV advertising has been underlined by ITV in recent months, with the creation of its much anticipated Values of Fame marketing campaign. The broadcaster has spent over £3 million in the last eight years, developing a single source research project to record TV viewing and household purchases. The initial findings of the study, using a 3,000 strong panel, were made available earlier this year (see ITV To Publish Research Into Television Advertising).
Recent research commissioned by media watchdog Ofcom indicates that the ad revenues of terrestrial broadcasters will flatline in the future as multi-channel broadcasters win a much larger share of revenues. According to the research, compiled by PricewaterhouseCoopers, traditional commercial broadcasters will also face increased competition from new BBC channels, as well as the Corporation’s commercial activities, meaning they will have to fight harder to retain their place in the market (see Multi-Channel TV To Claim Larger Share Of Ad Revenue).
The new TV marketing body will be run by The Ingram Partnership, which is currently conducting a study amongst advertisers, media and communication agencies, creative agencies and consultants, to ascertain their views on how the medium should be marketed, as well as asking what initiatives should and should not be implemented.
BskyB: 0207 705 3000www.sky.com Channel Four: 020 7396 4444 www.channel4.com ITV: 020 7843 8000 www.itv.com
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