C5 secures majority of media buyer deals

Channel 5 appears to have concluded advertising deals with seven of the top ten media-buying points after the fledgling channel’s advance booking deadlines passed last week.

Channel 5 appears to have concluded advertising deals with seven of

the top ten media-buying points after the fledgling channel’s advance

booking deadlines passed last week.



Many agencies were keen to prolong negotiations with the channel, but

most are now understood to be on board, despite the aggressive line

taken by the C5 sales team. Zenith Media, the UK’s largest buyer of TV

airtime, is understood to have held out until this week before signing

up to the station.



However, although the advance booking deadline passed last week,

agencies have until the end of this week to sign up and still be

considered supporters of the station.



The channel’s sales team, headed by the sales director, Nick Milligan,

has been offering advertisers 20 per cent off ITV’s average price for

broad demographic groups and 30 per cent off sub-groups.



Those agencies that have committed to the station are thought to have

been promised a share of any spare ratings, in line with their spend

levels.



Deals have been conducted on a client-by-client basis, although two of

the UK’s largest advertisers, Procter and Gamble and Unilever, are not

yet thought to have committed spend to the station.



One source said this would not be of real concern to Channel 5 because

’those advertisers are only interested in cheap airtime and you can pick

up your cheap advertisers at any time’.



Meanwhile, around seven million homes have been retuned to avoid

interference from the Channel 5 signal. The channel is dismissing fresh

reports that many homes will need new aerials to receive the signal.



According to sources at the station, 94 per cent of London will be able

to receive a clear picture. Ten per cent of the country will not receive

a Channel 5 signal, but these homes have not been included in the

company’s business plan.



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