Football performance fails to boost ITV's CRR position

ITV's football coverage has failed to improve the broadcaster's Contract Rights Renewal position and if agencies were allowed to renegotiate their airtime deals tomorrow, latest estimates show that it could cost the company more than £90 million.

ITV had hoped that its coverage of the Euro 2004 tournament would provide a boost for its share of impacts and improve its CRR position. While its exclusive coverage of England games performed strongly, it was trounced by the BBC in the subsequent games.

With July proving to be ITV's worst-ever month in terms of audience share, the autumn schedule becomes crucially important if it is to avoid an uncomfortable negotiation season.

"ITV needs to reassure advertisers and media agencies that it's got some high-quality, high-rating drama coming and I'm not sure that this is happening," Nick Theakstone, the managing director of Group M Trading, said.

Channel 4 has had a particularly strong summer with Big Brother and its coverage of the cricket keeping up its audience share. Last Friday's Big Brother final saw the station take a higher share of 16- to 34-year-old audiences than both ITV and BBC1 combined.

Separately, Justin Sampson, the director of customer relationship management of ITV Sales, intends to use the theme "values of fame" to re-engage advertisers, based around the idea that television is the most powerful and effective medium for driving brand fame and brand values.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,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


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch 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"...


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).