ITV turns to Ben Allen to boost Daybreak's sales fortunes

ITV has appointed Ben Allen to the new role of commercial director of Daybreak, as the broadcaster looks to improve the fortunes of its early morning programming.

Allen: takes on new role of commercial director of Daybreak
Allen: takes on new role of commercial director of Daybreak

Allen adds commercial responsibility for ITV's recently relaunched morning strand to his current role of trading director and will oversee all ad sales and commercial activity around the Daybreak and Lorraine shows.

Daybreak replaced GMTV as part of a bid to reinvigorate ITV's early mornings in September 2010, but its presenters Christine Bleakley and Adrian Chiles left in December last year after average audiences dipped 100,000 lower than those of GMTV.

ITV, which has since revamped Daybreak, does not break out its breakfast ad revenues but media agencies suggest that its early morning advertising was down by 5 per cent in 2011 against a market that was up by between 1 and 2 per cent.

Allen will work closely with Ashley Newman, the head of sales for Daybreak, and continue to report to Kelly Williams, the group commercial sales director of ITV.

His promotion comes more than a year after Simon Poole, the former commercial director, sales, for ITV Breakfast, left ITV alongside five other senior commercial executives in January 2011.

Williams said: "Ben has an outstanding track record in delivering ITV's trading deals over many years."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, 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 top 10 brands favoured by Remainers and Brexiters
Shares0
Share

1 The top 10 brands favoured by Remainers and Brexiters

Marketers can learn about our divided nation by examining the brands that appeal across the voting referendum voting split, says Emily James, chief strategy officer at Rainey Kelly Campbell Roalfe/Y&R.

Just published