ISBA Welcomes The Premiership’s Relegation

ISBA has welcomed ITV’s decision to move The Premiership from its 7.30pm slot to a later time of 10.30pm (see

ISBA criticised the sports highlights programme for failing to attract the anticipated audience levels in “an important prime-time slot for advertisers” and said that its members had expressed concern about the programme since its launch in August (see ITV Brings Sport To Saturday Evenings).

ISBA’s communications manager Joe Lamb, said: “We welcome the swift and evasive action ITV has taken to protect its own interests and those of advertisers and we are sure that the vast majority of advertisers will welcome the move.”

Traditionally ITV’s Saturday evening slot has been popular with advertisers, with light entertainment programmes such as Stars In Their Eyes and Blind Date drawing around 8 million viewers. However, The Premiership failed to inherit this family audience and with an average audience of around 4 million (see Premiership Slips Down Ratings League), left many advertisers feeling dissatisfied.

Speculation that the move could cost ITV millions intensified yesterday as Coca-Cola, was reported to be withdrawing its £50m sponsorship of the programme (see Coca-Cola Signs Up To Sponsor Premier League Coverage On ITV) because of the lower profile the show will have in its new slot.

ISBA: 020 7499 7502 www.isba.org.uk

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