A major media auditing company is advising clients to shift spend
away from ITV as a result of constantly rising airtime prices.
The Billett Consultancy claims in a new report that a Channel 5 adult
rating is now more than 40 per cent cheaper than one on ITV.
The same report also predicts that there is nothing in the ITV schedule
to suggest that audiences will be flocking to the channel in the near
The Billet report identifies London as an area of particularly high ITV
inflation. It says that ITV adult prices are 16 per cent higher year on
year nationally but 21 per cent higher in London, and the contrast is
even more extreme for ABC1 audiences.
An influx of dotcom advertisers, which is concentrated in the capital,
has contributed significantly to the inflation.
Martin Bowley, Carlton’s chief executive, said: ’John Billett is
advising advertisers to take their spot out of the centre break of a
forthcoming England match in Euro 2000 and spread it as thinly as
possible on minority channels.’
David Cuff, the broadcast director of Initiative Media, said: ’The
market determines the price. The report is recommending too general an
Whether or not you advertise on ITV is decided by your communications
objectives. But the advice is useful for lazy buyers who are failing to
offer a bespoke service.’
John Billett, the chairman of the Billett Consultancy, said: ’ITV is
being rewarded for poor performance. A major opportunity exists for
those advertisers who have flexibility in their deals.’
He added: ’The opportunity to improve value diminishes as others capture
the value in the market and close the doors to those arriving late for