Ad bodies press ITV for centralised sponsorship sales

The Institute of Practitioners in Advertising is writing to ITV suggesting that the Network Centre centralise its sponsorship sales into a single sales operation selling across all of ITV.

The Institute of Practitioners in Advertising is writing to ITV

suggesting that the Network Centre centralise its sponsorship sales into

a single sales operation selling across all of ITV.



Derek Morris, a director of Unity and the IPA Media Policy Group

spokesman on broadcast sponsorship, said the idea is to get sponsorship

at the front of the broadcasting process - alongside the creation and

commissioning of programmes - so that a positive relationship between

the advertiser and the programme makers is established at the

outset.



’We’re excited about the ’100 days’ presentation made by ITV last week

and the benefits that can come from centralising the right elements of

ITV. We think sponsorship sales also come under this banner,’ Morris

said.



At present, the three ITV sales houses, Carlton, Laser and TSMS, can

broker sponsorship deals on behalf of the entire network. However, deals

are sometimes scuppered as the individual sales houses don’t always

agree on terms and prices.



But the IPA insists that the sale of advertising must continue to offer

open competition and is keen to stress that its sponsorship initiative

should not be seen as setting a precedent for a single ITV sales

operation.



The plan comes as the IPA’s Media Policy Group confirmed it is

recommending a single regulatory body governing all UK TV channels and

services such as cable, the Internet, video kiosks and electronic data

services delivered to TV screens (Campaign, last week).



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