Five cries foul over TV media buying

The broadcaster Five has hit out at recent consolidation among media buying groups and called on the government to start a wider review of the TV airtime sales market.

Five…hit out at media consolidation
Five…hit out at media consolidation

Speaking at the Institute of Economic Affairs broadcasting conference this week, Sue Robertson, Five's corporate affairs director, said: "The problem is media buying is now dominated by a handful of global networks whose business has become preoccupied with the size of their billings and how cheaply they can buy breaks in programmes as opposed to whether they're the right breaks to buy on the right channels."

Agencies are opposed to changes in TV sales rules. In a response to the Ofcom sales review last week, the IPA said that broadcasters should not be able to withhold ad minutes or introduce conditional selling. The IPA said that although ITV, Channel 4 and Five have lost a fifth of their audience share, they have more than compensated with their digital family performance.

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