Carlton looks off-air to increase daytime advertising revenue

Carlton Television is clawing back some of its daytime airtime to develop a range of programming designed to generate revenue streams beyond spot advertising.

Carlton Television is clawing back some of its daytime airtime to

develop a range of programming designed to generate revenue streams

beyond spot advertising.



The initiative aims to make daytime programming more lucrative for the

broadcaster. Advertising during the day is typically sold at discounts

of up to 70 per cent of the average price of a station’s airtime.

Carlton is now exploring ways of using its daytime programming to

generate off-screen revenue.



Carlton plans to use its own mini-network spanning the London, Central

and Westcountry regions, to broadcast daytime programming with off-air

commercial potential. The shows will be supported by dedicated websites

with advertising opportunities, as well as merchandise such as books and

videos.



The idea has been trialled with a show called Home in the Country, which

runs on Carlton’s three regions on Friday afternoons. The corresponding

website generated 100,000 visits last month.



The company is now working on a parenting programme, which will be

backed by a website for parents of young children, and which will also

sell a range of videos and publications catering to this market.



Martin Bowley, chief executive of Carlton sales, said the idea is to

ensure that daytime programming maximises its revenue. ’Advertisers who

think that daytime TV is just about spot advertising are making a

mistake.



’The daytime audience is now more defined because there is less

unemployment and they’re also using the internet. We want to harness

that by developing relationships with daytime viewers which go well

beyond TV programming and advertising.’



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