NEWS: Media buyers accuse ITV companies of forcing up summer ad rates

Media buyers are accusing some ITV companies of trying to artificially hike their ad rates over the summer by advertising their sister cable and satellite channels.

Media buyers are accusing some ITV companies of trying to artificially

hike their ad rates over the summer by advertising their sister cable

and satellite channels.



TV buyers claim that up to pounds 3 million could be pumped into the ITV

market over the next few months by the ITV companies themselves, pushing

up prices for others.



Both Laser Sales and Carlton UK Sales are set to carry ads from within

their group. Granada Sky Broadcasting, a joint venture between Laser’s

parent company, Granada TV, and BSkyB, is planning to spend around

pounds 2 million. A substantial portion of this is expected to be spent

on Granada’s ITV channels.



The Carlton-owned cable channel, SelecTV, is also advertising on ITV

this summer.



One TV buyer complained that spends were exacerbating ITV’s problems,

with media price inflation resulting from falling audiences, saying:

‘It’s a bad time for ITV companies to be soaking up airtime with their

own ads.’



Steve Platt, the sales director of Carlton UK Sales, said: ‘It doesn’t

make any sense for us to hike our ad rates at a time when advertisers

are complaining about inflation. We have to compete on price, and this

is just an ad campaign that has been bought and sold like any other.’



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