Broadcasters boosted by YouTube brand boycott

Channel 4, ITV and Sky have seen a jump in ad revenues for their video-on-demand platforms as a result of advertisers boycotting YouTube.

YouTube: under pressure from brands
YouTube: under pressure from brands

A number of brands have deserted YouTube over fears that ads could appear alongside extremist content.

Campaign estimates the three broadcasters have been bringing in an extra £1m a week in VoD ad sales between them over the past two weeks. Sources suggest each of the broadcasters has enjoyed a rise in the high six figures during that period.

Jonathan Allan, sales director at Channel 4, said: "We have taken more money from advertisers who have ‘paused’ on YouTube."

He predicted "a return to triple-A broadcast quality, over the current junk-bond status of YouTube and social video".

Simon Daglish, deputy managing director of commercial at ITV, added: "We have seen more growth than we were projecting in our VoD channels. It’s been a significant uptick."

John Litster, managing director at Sky Media, said: "We have taken some cash that may have been heading to YouTube. It’s going into exactly the place where YouTube can’t guarantee it [brand safety]. It’s going into premium broadcast VoD through the settop box and through the Sky Go app." \

Sources said there has been no impact yet on the traditional TV market.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More