NEWS: ITV issues warning to agencies in bid to halt overdealing

ITV has this week issued a dramatic warning to media buyers against reneging on their TV deals by seeking more regular audits of media companies’ TV spends.

ITV has this week issued a dramatic warning to media buyers against

reneging on their TV deals by seeking more regular audits of media

companies’ TV spends.



In a letter from ITV’s auditors, Rickards, broadcasters are requesting

more frequent and detailed access to TV buyers’ accounts to ensure that

they are on course to meet their TV deals.



A number of media companies have experienced problems with the ITV sales

houses recently after failing to meet promised spending levels.



TV deals are often struck on the basis of committed spend levels so that

TV buyers can secure volume discounts. But some media buyers have been

accused of promising sales houses more money than they actually have to

spend.



This has resulted in serious shortfalls that have left some media

companies reputedly owing millions of pounds to some sales houses.



The ITV companies are keen to stamp out this problem. A closer

examination of agencies’ TV spend records is thought to be one way of

achieving this.



Mark Craze, managing director of TMD Carat and the Institute of

Practitioners in Advertising’s Media Policy Group representative on TV

trading issues, commented: ‘The IPA feels this is a private matter

between individual agencies and individual ITV contractors.’



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