Magazine article Marketing

FMCG Giants Hit out at ITV's Ratings and Costs

Magazine article Marketing

FMCG Giants Hit out at ITV's Ratings and Costs

Article excerpt

Mars and Procter & Gamble, two of ITV's biggest daytime advertisers, have attacked the broadcaster for poor ratings and high inflation in the first two months of this year.

Speaking at TV Lisbon, Angus McIntosh, European media manager for Mars Confectionery Europe and Bernard Balderston, Procter & Gamble associate director of UK media, joined forces to criticise ITV's performance.

P&G, which spent [pounds]29.6m on daytime ads last year, is ITV's biggest spending daytime advertiser. Mars, which spent [pounds]8.4m, ranks seventh.

McIntosh said that ITV's short-term performance was hurting his campaigns, with key audiences down significantly year on year.

"ITV's short-term performance is deeply damaging. It is hurting our performance," said Macintosh, who added that Mars had adjusted some of its own figures downward, because of inflation on ITV.

Balderston added that ITV's daytime performance against housewives with children was 26% down year on year and for women aged 16-44 was 25% down.

Balderston claimed there were real problems between 1pm and 3. …

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