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