ITV makes sponsorship moves

ITV has taken a step closer towards offering a centralised sponsorship sell, pledging to strengthen the links between the three ITV sponsorship sales operations and the Network Centre.

ITV has taken a step closer towards offering a centralised

sponsorship sell, pledging to strengthen the links between the three ITV

sponsorship sales operations and the Network Centre.



ITV’s marketing director, John Hardie, will now work closely with the

ITV sponsorship committee to develop a strong dialogue between the ITV

Network Centre’s commissioning and scheduling systems and the commercial

sponsorship industry.



All negotiation of sponsorship credits and the management of individual

deals will continue to be handled by the individual sales houses on

behalf of the network, but Hardie will ensure ITV is sensitive to

programme sponsorship when scheduling sponsored shows and sponsored

trailers promoting the shows. Maximising audiences will, however, remain

a scheduling priority.



At the moment, programme trailers are made by the individual ITV

stations and vary in their look and scheduling. Hardie has undertaken to

offer sponsors a more consistent approach to branded on-air

promotions.



Hardie commented: ’ITV believes the current system works well, but that

it can do a better job of meeting customer needs by stronger liaison and

a greater flow of information.’



The ITV concessions follow calls from the Institute of Practitioners in

Advertising for a single sales operation selling sponsorship on behalf

of the entire network (Campaign, 23 January).



Derek Morris, a director of Unity and the IPA spokesman on broadcast

sponsorship, said: ’This is a move in the right direction.’



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