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
’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
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
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).