Magazine article Marketing

McVitie's Urges ITV Ads Boycott

Magazine article Marketing

McVitie's Urges ITV Ads Boycott

Article excerpt

McVitie's is calling on the UK's top advertisers to join an organised boycott of selected ITV regions in a protest over airtime inflation.

Mark Horgan, marketing director of McVitie's UK, in a debate on TV airtime inflation at last week's Marketing Forum, said that the only way to force down ITV's prices was for advertisers to take action by collectively withdrawing their budgets from one of the ITV sales houses. Airtime inflation is currently running at about 11% on ITV.

He pledged McVitie's support for a tactical boycott by the UK's largest advertisers. "If you asked me to stop spending in Laser Sales. as long as I know my competition aren't spending in Laser, then I'm game on," he said.

Horgan argued that any effective boycott would need the backing of major spenders, such as the UK's top five advertisers. Between them, BT, Procter & Gamble, Kellogg, Ford and Unilever account for [pounds]468m of TV ad revenue in the UK. ITV's total ad revenue is projected to be [pounds]1.66bn for this year.

Top five UK advertisers

Company                      Ad spend, [pounds]m

Unilever                            139. … 
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