ITV probes Dentsu TV trading

Broadcaster is investigating whether Dentsu Aegis Network has met its share deal.

Endeavour: share deal with Dentsu Aegis is estimated to be worth £300 million a year to ITV
Endeavour: share deal with Dentsu Aegis is estimated to be worth £300 million a year to ITV

ITV is investigating whether Dentsu Aegis Network has stuck to its deal to spend an agreed proportion of its clients’ money with the broadcaster, Campaign can reveal.

Tens of millions of pounds of adspend could be at stake if ITV finds Dentsu Aegis has not fully met its obligations over several years.

Dentsu Aegis, which is estimated to spend £300 million a year with ITV, believes it has done nothing wrong.

ITV is understood to be looking at Dentsu Aegis’ share deal. It requires the media buying group to invest a certain share of its clients’ TV adspend with the broadcaster each year in return for discounts – a common practice across the industry.

ITV’s exact concerns are not known. However, an agency could come under scrutiny if, hypothetically, it spent money with another broadcaster but maintained it was outside a share deal in the so-called grey market – for example, by offering programme finance for a TV show in return for ad spots.

Dentsu Aegis said: "There is no issue with ITV and we continue to have a strong relationship." The two companies continue to trade.

ITV declined to comment. It is unclear at this stage if the broadcaster could consider a legal move.

Topics

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

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
The Remain campaign ads that got away
Share

1 The Remain campaign ads that got away

Several of the agencies involved in the Stronger In campaign for the EU referendum have shared some ad executions that never saw the light of day.

Brexit reaction: Ad industry rocked by UK vote to leave EU
Shares0
Share

1 Brexit reaction: Ad industry rocked by UK vote to leave EU

Senior figures from across the UK's advertising industry have reacted with shock and dismay after the country voted to leave the European Union.

Just published