ITV sales houses are confident of meeting their World Cup revenue
targets as a result of higher-than-expected demand for the top games,
but admit they are looking at a dramatic shortfall in revenue across the
month as a whole.
Up to 70 per cent of ITV’s World Cup revenue is expected to come from
just six games, including England versus Romania and Scotland versus
But as predicted in Campaign (8 May), interest in some of the other
matches has been much lower than ITV originally forecast. Steve Platt,
the managing director of Carlton UK Sales, said: ’There’s no question
we’ve met our football revenue targets overall.’ However, he admitted:
’June revenue looks as though it will be down a few points on last year.
July will be marginally up. We’re disappointed that a number of
advertisers and agencies have not come on board, particularly given the
lower prices available.’
Platt said it was ’crazy’ that some advertisers targeting men had
decided not to advertise on ITV in June or July. ’We only have one beer
brand on in July,’ he added.
Buyers blame ITV’s over-confidence when it began selling World Cup
Some ITV sales houses were originally said to be asking as much as
pounds 200,000 for a 30-second spot, prompting advertisers to plough
money into April and May . Average prices are now said to have come down
to well below pounds 100,000.
ITV is still hoping that if England progresses in the tournament a
significant level of last-minute revenue will come through.