ITV2 promises flexible airtime sales strategy

ITV2, ITV’s digital TV channel, will adopt a new airtime sales strategy designed to offer advertisers a more flexible way into the brand.

ITV2, ITV’s digital TV channel, will adopt a new airtime sales

strategy designed to offer advertisers a more flexible way into the

brand.



Airtime on the channel, which launches on 7 December, will not be sold

against a station average price, like the main ITV channel, but will be

sold on a fixed-price basis.



A committee has been set up to oversee ITV2’s airtime sales, headed by

Carlton UK Sales’ managing director, Steve Platt (Campaign, 2

October).



According to Platt, ITV2 will sell airtime ’any way advertisers want to

buy it’. Primarily, that will mean spot packages and packages based on

programme genres such as sport, youth and soaps.



As soon as BARB data is available for the channel’s audiences, the sales

team will sell fixed-price airtime on a rolling four-week average.



’This is a new national channel which launches with no history and no

backlog of viewing data,’ Platt explained. ’We start with a clean slate

and won’t sell the channel in the same way as ITV because it’s not

ITV.’



At the same time, Platt admitted that if ITV could start with a blank

sheet of paper, the station average price system would not be the chosen

method of selling airtime on the main channel.



’If we had no baggage on ITV and, if the agencies would allow it, we

wouldn’t sell SAP on ITV. But the reality is that we have no

option.’



His admission comes a month after it emerged that the Incorporated

Society of British Advertisers was debating a radical plan to move away

from SAP dealing with ITV.



ITV2 will be a general entertainment channel targeting a slightly

younger audience than ITV. About 30 new shows representing 1,100 hours

of programming have been commissioned specifically for the channel. High

profile sport and re-runs of recent ITV programmes will fill out the

rest of the schedule.



The channel will be available in about half a million digital TV homes

by the end of the year.



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