NEWS: ITV to offer flexible breaks for Formula One race coverage

ITV is to unveil a package of opportunities for its Formula One coverage that will include themed weekends, sponsorship ideas and an innovative pattern of ad breaks.

ITV is to unveil a package of opportunities for its Formula One coverage

that will include themed weekends, sponsorship ideas and an innovative

pattern of ad breaks.



Full details will be revealed at a Formula One presentation next Monday.

ITV companies were this week examining the results of a study into the

most suitable way of inserting ad breaks into more than two hours of

continuous action.



ITV will present what it considers to be the least intrusive solution -

either a large number of short ad breaks or longer, less frequent ones

during the race - to advertisers and media buyers early next week, along

with details of its flexible approach to scheduling breaks. A network

monitor will be assigned to play the ad breaks at suitable moments.



Ian McCulloch, operations director at Laser Sales and one of the prime

movers behind the coverage, said the monitor will be able to delay

breaks or bring them forward so that viewers will miss as little of the

action as possible.



Next Monday’s meeting will also reveal sponsorship opportunities. ITV is

likely to seek about four sponsors for its coverage of the 16-week

Formula One season, which will also include coverage of the practice

sessions.



Sponsors will receive front, end and bumper credits. One ITV insider

said that the sponsorship opportunities alone would be worth at least

pounds 3 million to ITV.



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