Magazine article Marketing

Marketers Attack ITV Consolidation

Magazine article Marketing

Marketers Attack ITV Consolidation

Article excerpt

Advertisers have reacted with fury to the government's approval of an ITV merger with only limited protection of their interests. They are now braced for a double whammy, with further consolidation of TV sales houses, including Channel 4 and Five, seemingly inevitable.

Some advertisers predict turmoil in the ad market and are threatening to pull money out of ITV if it exploits its position.

The decision is 'a slap in the face for advertisers and a total victory for ITV', according to Jim Marshall, chairman of the Institute of Practitioners in Advertising (IPA) Media Futures Group, who led agency opposition to a merger.

Bernard Balderston, Procter & Gamble's associate director media, warned: 'ITV may thinks it has done well out of this, but if it seeks to exploit the situation it will be viewed negatively by the marketplace.'

Guy Phillipson, head of advertising for Vodafone UK, added: 'ITV is very important for mobile networks, but we will look at other media if we have to. …

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