New HTV Rate Card

TVMM (071 486 4311) has issued a new rate card for HTV, effective from 1 January 1991. The ITV rate card has increases of 18% for top peak fixed rates and falls of 21% and 6% for early and late peak fixed rates respectively. ITV Peaktime Support Spots and Guaranteed Homes Rating Packages have been dropped and replaced by 10 and 3 Spot Packages. The Night Club Package rates have been revised downwards, falling 10%. A new Direct Response rate card has been introduced offering airtime between 1am and 6am to direct response advertisers, with a 20 spot 60″ package priced at £1000.

The number of rate levels on the Channel 4 rate card has been cut from 4 to 3, with the top rate 9% higher and the bottom rate down 20%. Guaranteed Audience Packages have been introduced, offering 25 and 50 TVRs for Housewives, Adults, Men, Women, House- wives with Children and ABC1 Adults. A full analysis of the new rate card will be available on MediaTel shortly.

VOLUME DISCOUNTS 1991 - FIRST HALF    
 Discount     OLD      NEW     %Change  
   10%      £5.7m    £6.1m       7      
   7.5%     £4.5m    £4.8m       7      
   5+       £2.9m    £3.1m       7      
   2.5%     £1.4m    £1.5m       7