Advertisers stay cool over World Cup deals

ITV sales houses are confident of meeting their World Cup revenue targets as a result of higher-than-expected demand for the top games, but admit they are looking at a dramatic shortfall in revenue across the month as a whole.

ITV sales houses are confident of meeting their World Cup revenue

targets as a result of higher-than-expected demand for the top games,

but admit they are looking at a dramatic shortfall in revenue across the

month as a whole.



Up to 70 per cent of ITV’s World Cup revenue is expected to come from

just six games, including England versus Romania and Scotland versus

Norway.



But as predicted in Campaign (8 May), interest in some of the other

matches has been much lower than ITV originally forecast. Steve Platt,

the managing director of Carlton UK Sales, said: ’There’s no question

we’ve met our football revenue targets overall.’ However, he admitted:

’June revenue looks as though it will be down a few points on last year.

July will be marginally up. We’re disappointed that a number of

advertisers and agencies have not come on board, particularly given the

lower prices available.’



Platt said it was ’crazy’ that some advertisers targeting men had

decided not to advertise on ITV in June or July. ’We only have one beer

brand on in July,’ he added.



Buyers blame ITV’s over-confidence when it began selling World Cup

spots.



Some ITV sales houses were originally said to be asking as much as

pounds 200,000 for a 30-second spot, prompting advertisers to plough

money into April and May . Average prices are now said to have come down

to well below pounds 100,000.



ITV is still hoping that if England progresses in the tournament a

significant level of last-minute revenue will come through.



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