Almost 60 per cent of TV buyers name Carlton TV as their first priority
in the annual round of negotiations, with 37 per cent claiming Channel 4
is their first port of call.
According to a new TV sales survey conducted by the leading radio sales
house, Media Sales and Marketing last December, only 8 per cent of
respondents put Laser and TSMS first and just 4 per cent chose GMTV.
MS&M polled broadcast directors and TV group heads from the top 50 TV
buying points and questioned them on a range of TV sales issues.
When asked who the dominant players in the TV marketplace are now,
Carlton came top with 90 per cent of the TV buyers’ vote, while GMTV
trailed in last position with only 4 per cent.
The next question asked who would dominate in three to five years’ time.
Fifty nine per cent felt Carlton would, while GMTV did not register at
all. Eight per cent believed that satellite TV would be a dominant
player in three to five years time.
MS&M carried out the survey at a time when radio is moving much closer
to TV in the way it is bought and sold. Paul Davies, managing director
of MS&M, said: ‘Through the developments in the TV market and the way
people approach it, there may be experiences I can use in radio.’
The survey also found that national television channels will become more
important as a mass-market medium in the future as the TV marketplace
fragments further, according to 96 per cent of TV buyers.