Magazine article Marketing

ITV Campaign Signals a 'Change in Mindset.' (Independent Television)

Magazine article Marketing

ITV Campaign Signals a 'Change in Mindset.' (Independent Television)

Article excerpt

ITV is about to embark on the most aggressive marketing drive in its 39-year history. The campaign will target both viewers and advertisers to build peak-time audiences and revenue.

The project is the work of the ITV Network's Marketing Forum, set up last year and charged with selling the ITV brand to the UK's advertisers and money men.

Strategically-placed outdoor advertising will inform advertisers and media buyers of the peak programmes running over the spring, encouraging them to view and buy ITV time.

The campaign will roll-out over the course of the year and other media, including national press, is also being considered.

The first outdoor work will break later this month and will promote the new ITV drama Band of Gold, by Granada TV, which focuses on the lives of prostitutes working the streets of Bradford and goes on air on Sunday March 12.

The poster advertising will run at sites across the UK and will be linked to ITV's on-air programme promotion, which it estimates works out at around [pounds]200m a year in TV advertising.

On the back of ITV's growing audience share against the BBC, and record revenue figures (see Media Watch below), the advertising campaign could easily be seen as a show of confidence by the UK's largest commercial broadcaster.

But the ITV campaign is also a signal to the advertising marketplace that the company is taking seriously the threat of rivals such as cable and satellite, along with the growing strength of Channel 4.

The radical changes in the ITV structure over the past two years have meant ITV companies have spent their time defending their franchises and jobs. Privately they admit marketing of the ITV brand was difficult when they were fighting each other to hold on to their own place in the market.

When the dust settled in September last year there were three main sales houses - Carlton UK Sales, TSMS and Laser - between them responsible for selling ITV's airtime. …

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