ITV inflation makes C5 a bargain, Billett tells TV advertisers

A major media auditing company is advising clients to shift spend away from ITV as a result of constantly rising airtime prices.

A major media auditing company is advising clients to shift spend

away from ITV as a result of constantly rising airtime prices.



The Billett Consultancy claims in a new report that a Channel 5 adult

rating is now more than 40 per cent cheaper than one on ITV.



The same report also predicts that there is nothing in the ITV schedule

to suggest that audiences will be flocking to the channel in the near

future.



The Billet report identifies London as an area of particularly high ITV

inflation. It says that ITV adult prices are 16 per cent higher year on

year nationally but 21 per cent higher in London, and the contrast is

even more extreme for ABC1 audiences.



An influx of dotcom advertisers, which is concentrated in the capital,

has contributed significantly to the inflation.



Martin Bowley, Carlton’s chief executive, said: ’John Billett is

advising advertisers to take their spot out of the centre break of a

forthcoming England match in Euro 2000 and spread it as thinly as

possible on minority channels.’



David Cuff, the broadcast director of Initiative Media, said: ’The

market determines the price. The report is recommending too general an

approach.



Whether or not you advertise on ITV is decided by your communications

objectives. But the advice is useful for lazy buyers who are failing to

offer a bespoke service.’



John Billett, the chairman of the Billett Consultancy, said: ’ITV is

being rewarded for poor performance. A major opportunity exists for

those advertisers who have flexibility in their deals.’



He added: ’The opportunity to improve value diminishes as others capture

the value in the market and close the doors to those arriving late for

the party.’



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