ITV turns to Ben Allen to boost Daybreak's sales fortunes
By Maisie McCabe, campaignlive.co.uk, Thursday, 02 February 2012 10:50AM
ITV has appointed Ben Allen to the new role of commercial director of Daybreak, as the broadcaster looks to improve the fortunes of its early morning programming.
Allen adds commercial responsibility for ITV's recently relaunched morning strand to his current role of trading director and will oversee all ad sales and commercial activity around the Daybreak and Lorraine shows.
Daybreak replaced GMTV as part of a bid to reinvigorate ITV's early mornings in September 2010, but its presenters Christine Bleakley and Adrian Chiles left in December last year after average audiences dipped 100,000 lower than those of GMTV.
ITV, which has since revamped Daybreak, does not break out its breakfast ad revenues but media agencies suggest that its early morning advertising was down by 5 per cent in 2011 against a market that was up by between 1 and 2 per cent.
Allen will work closely with Ashley Newman, the head of sales for Daybreak, and continue to report to Kelly Williams, the group commercial sales director of ITV.
His promotion comes more than a year after Simon Poole, the former commercial director, sales, for ITV Breakfast, left ITV alongside five other senior commercial executives in January 2011.
Williams said: "Ben has an outstanding track record in delivering ITV's trading deals over many years."
This article was first published on campaignlive.co.uk
- Marketing Executive or Marketing Manager air recruitment £28k-£35k dependent on experience, London (Central), London (Greater)
- B2B Lead Generation Sales Manager Ultimate Asset £20000 - £40000 per annum + Uncapped Commission, London
- Out of Home Sales - Huge digital potential! Ultimate Asset £20000 - £75000 per annum + Excellent Commission Potential, London
- Planning Manager - Unique Opportunity! Ultimate Asset £30000 - £45000 per annum + Bonus and Benefits, London
- Comms Manager - Top 5 global media agency - GAMING ACCOUNT Ultimate Asset £4000 - £35000 per annum, City of London
- Black horse returns in new Lloyds Bank campaign
- The man who made Grey matter
- Watch: Every Grand Prix winner from Cannes Lions 2015
- 'You're thirsty. We've got sales targets', says Oasis in summer campaign launch
- Heineken selects Publicis Worldwide to be lead global creative agency
- Yorkshire Tea launches £5 million campaign