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.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

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

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).