NEWS: ITV uses programme stars to plug less popular shows

ITV’s new advertising campaign will feature some of the nation’s favourite TV stars endorsing a number of its lesser-known programmes.

ITV’s new advertising campaign will feature some of the nation’s

favourite TV stars endorsing a number of its lesser-known programmes.



The first ad in the series features Coronation Street’s Vera and Jack

Duckworth chatting about the Southbank Show. Coronation Street regularly

attracts audiences of 18 million; the Southbank Show’s audiences are

less than a third of that figure.



The idea behind the ad campaign, created by M&C Saatchi, is to

capitalise on ITV’s most recognisable celebrities. ITV’s marketing

committee, headed by Steve Morrison, the managing director of LWT, is

hoping it will raise the profile of other areas of the ITV schedule.



TV viewing is continuing to fragment due to an increase in the number of

channels, so it is vital for ITV to position itself as a rounded

channel, rather than a handful of popular shows.



TV viewers are becoming their own schedulers so ITV wants to use the ads

to build loyalty for as many programmes as possible.



The TV campaign will look like a series of promotions and will be

supported by poster and trade press ads.



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