Magazine article Marketing

ITV Plans Talks for Daytime Viewing

Magazine article Marketing

ITV Plans Talks for Daytime Viewing

Article excerpt

ITV's newly appointed controller of daytime, Maureen Duffy, is set to conduct a 'root and branch' review of daytime programming in order to address advertisers' concerns over poor audience levels and high levels of inflation.

Duffy, who takes up her post at ITV this week and is understood to have been given a [pounds]16m budget to improve daytime audiences, is planning to meet all major daytime advertisers.

Companies such as Procter & Gamble and Mars, along with their media agencies, will discuss with Duffy the shape of the daytime schedule and how to create programmes which deliver the best audiences for them.

According to marketing and commercial director John Hardie, Duffy is likely to be open to a wide range of options, including increased use of sponsorship and advertiser-funded programming, in order to satisfy what he terms the "crucial demand for daytime" among advertisers.

In March, two of ITV's biggest daytime advertisers, Mars and Procter & Gamble, hit out at ITV over poor ratings and high inflation. …

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