Magazine article Marketing

ISBA Voices Concerns over ITV Digital Tactics

Magazine article Marketing

ISBA Voices Concerns over ITV Digital Tactics

Article excerpt

The Incorporated Society of British Advertisers (ISBA) has weighed into the row between ITV and BSkyB over ITV's absence from the Sky-Digital platform and the effect on this year's peak-time target.

Last week, BSkyB forecast ITV's absence from the Sky-Digital platform would contribute to ITV missing its target of 38.5% by 1.5 points.

Sky predicted that on the basis of ITV's peak-time performance to date, and the likely growth in digital penetration to five million homes, ITV would achieve 37%.

ITV reacted angrily to the forecasts, saying that without taking into account the impact of ITV's autumn schedule, unveiled this week, the predictions are invalid.

John Hardie, ITV's marketing and commercial director, said: "It does not serve advertisers' interests for our competitors to invent numbers about ITV's audiences."

Hardie added that if ITV were to target its commercial competition rather than the strategy of targeting BBC1, "this would cause far more problems for everyone".

However, Bob Wootton, ISBA's director of media and advertising affairs, said that there must be some relationship between ITV's absence from the Sky platform and its peak-time audience decline. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.