ITV sales houses deny collusion

Media buyers appear to have secured a climbdown from the ITV sales houses over the issue of how advertising airtime is traded for 1998.

Media buyers appear to have secured a climbdown from the ITV sales

houses over the issue of how advertising airtime is traded for 1998.



Concern has been mounting among media agencies over reports that each

sales house is pursuing a sales stance based on the share of total TV

spend that agencies are willing to commit to ITV as a whole.



Now the three ITV sales houses - Laser, Carlton and TSMS - have written

to the Institute of Practitioners in Advertising insisting that there is

no collusion among the ITV sales points.



Ray Kelly, the chairman of the IPA’s Media Policy Group, confirmed that

the letters insist that each sales house will seek deals based on their

individual share of total TV spend, and deals won’t be dependent on

spend committed to ITV as a whole. The sales operations will do deals

based on ITV’s share of broadcast if that is the basis on which

individual agencies or advertisers wish to trade.



However, some agency broadcast directors were this week insisting that

deals based on an ITV share of total spend were still being tabled by

the sales houses. ’This is not a dead issue,’ one explained.



A major consultant at the Billett Consultancy said this week deals

guaranteeing ITV’s share of spend ’are not all in advertisers

interests’, and urged clients to back their agencies against the policy.



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