Laser plans to restore Northern TV ad region

Laser Sales is planning to recreate the old Northern macro TV advertising region in a bid to boost the share of ad revenue taken by the four Northern ITV regions sold by the sales house.

Laser Sales is planning to recreate the old Northern macro TV

advertising region in a bid to boost the share of ad revenue taken by

the four Northern ITV regions sold by the sales house.



The Great Northern Macro will pull together airtime sales for Yorkshire,

Tyne Tees, Granada and Border, allowing advertisers to buy all four

stations in a single transaction and eliminating the need for separate

negotiations, invoicing and payments.



The decision to move to a Northern macro comes in the same week that

Yorkshire Tyne Tees, one of Laser’s clients in the North, again

criticised the share of revenue the sales house has been delivering for

the station.



Ward Thomas, the chairman and chief executive of YTTV, said advertising

sales had been ’disappointing - falling to 10.31 per cent of total ITV

advertising revenue - more than pounds 12 million below expectations at

the start of the year’.



However, revenue growth of 5 per cent across the first quarter of 1997

prompted Thomas to predict that YTT’s share would rise to 10.9 per cent

this year.



Thomas described the present position as ’not satisfactory’ and

pronounced himself determined to restore share to the level achieved

’over very many years in the past’. Historically, Yorkshire TV achieved

around a14 per cent share of ITV revenue.



But Thomas added that the introduction of a Northern macro region, may

’encourage the advertiser to use the total Northern area’.



Mick Desmond, the chief executive of Laser, said that there was a need

to completely reposition the North. ’Our share of impacts in the North

is much higher against other channels. We want advertisers to question

whether they’re allocating their money wisely.’