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
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
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.’