Agencies put off by pricey live Brit Awards ads

Agencies are lukewarm about the chance to take part in the proposed live ads to be aired during ITV's 2009 Brit Awards, after discovering that they will have to pay more than £500,000 each to take part.

Last week, ITV issued its "production bible" outlining the stipulations and costs of taking a 60-second spot. Production costs run to £287,000 - including £72,000 for programme personnel, £86,000 on studio and outside broadcasts and £3,500 on hotel and living expenses. The rest of the £500,000 will be split between airtime and other costs such as transmission fees.

One agency head said: "I can't see the PR in it and you're paying 500 grand for the privilege of achieving nothing."