Carlton TV pushes non-spot initiative for daytime output

Carlton Television is generating a series of non-spot advertising initiatives on its daytime television output as a means of increasing non-traditional revenue.

Carlton Television is generating a series of non-spot advertising

initiatives on its daytime television output as a means of increasing

non-traditional revenue.



To drive the new initiatives, a trial programme called Home in the

Country has launched in Carlton’s London, Central and West Country

regions. The series is supported by a personalised website, which

carries advertising and has already generated 10,000 hits.



Carlton is also planning a parenting programme, which will be supported

with a series of videos and publications. It too will have an online

presence - its site will be aimed at parents with young children.



Daytime scheduling on Carlton is usually drawn from the ITV network, but

it is hoped that by developing its own series of programmes with brand

extensions, Carlton will attract more viewers as well as

advertisers.



A spokesman for Carlton said: ’We need to work harder on programme

content to encourage network advertising on a regional basis, but with

these new initiatives linked to brand advertising, the opportunities

increase.’



Martin Bowley, chief executive of Carlton Media Sales, told Campaign:

’Any advertiser who thinks that daytime TV is just about spot

advertising is making a serious mistake. The daytime audience is now

much more defined because there is less unemployment and they’re using

the internet more.



’We want to harness that by developing new relationships with

advertisers which go well beyond programming and advertising.’



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