ITV bypasses ISBA to address clients' inflation

- ITV launched a major offensive this week to inform advertisers of the facts behind TV inflation after coming under fire from the Incorporated Society of British Advertisers for its airtime prices.

- ITV launched a major offensive this week to inform advertisers of the facts behind TV inflation after coming under fire from the Incorporated Society of British Advertisers for its airtime prices.

ITV has written to over a hundred of the UK's biggest TV advertisers in a damage limitation exercise after ISBA sent out letters to its members criticising ITV for its airtime inflation.

At a meeting with ITV at the end of last week, ISBA offered to supply a list of those clients who'd been contacted so that ITV could put its own side of the story. The ITV response is designed to set the record straight -- as ITV sees it -- in the wake of the ISBA broadside.

According to ITV's chief executive, Richard Eyre, "the general message that media inflation is damaging the capabilities of British companies and that ITV is the main culprit is damagingly untrue. We are trying to correct where there are misleading statements."

Eyre is urging advertisers to consider whether they are paying the right price for other TV vehicles compared to the price they pay for ITV airtime. "This could potentially be a more productive way for advertisers to address the issue of TV inflation," Eyre explained.





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