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.