GMTV entices Mars back on to schedule

GMTV has pulled Mars back on to its schedules, signalling the end of a two-year rift between the fmcg giant and the media owner.

GMTV has pulled Mars back on to its schedules, signalling the end

of a two-year rift between the fmcg giant and the media owner.



Mars has struck an annual volume agreement to buy airtime slots from 1

June until 31 May next year.



The brand last advertised with GMTV in 1998, but ceased when GMTV

refused to reduce its airtime prices.



However, it is believed that Mars is still in dispute with other

stations, such as ITV and Channel 4, and is considering other ways of

spending its daytime TV budget.



Falling daytime audiences are believed to be another contributing factor

to this latest move by Mars.



According to Barb figures taken from 1 January until 24 April, ITV and

Channel 4 daytime audiences are down by 17 and 16 per cent respectively.

GMTV’s audience has increased by 5 per cent.



Mars continues to advertise on ITV and Channel 5 but Channel 4 confirmed

the advertiser has not renewed its contract since its fallout with Mars

in April (Media Business, 21 February).



Patsy White, GMTV’s business controller, said the deal represented a

growing trust in GMTV.



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