Is ITV's ad revenue stream in trouble ?
Discussion
Whilst watching Poirot on ITV 1 on Christmas day, both my Father and I noticed that the penultimate ad break at circa 22:45 did not include any product adverts, just trailers for future programming.
If they cannot fill effectively a high value peak time slot on their main channel with any ads, what chance do they have ?
The slots seemed to get less and less ads and more trailers as the evening progressed, before the one noted above.
I know there are only so many furniture and Boxing Day sales ads that the human can cope with, but to have a 3 minute break just filled with forthcoming programmes must show how weak the market still is.
If they cannot fill effectively a high value peak time slot on their main channel with any ads, what chance do they have ?
The slots seemed to get less and less ads and more trailers as the evening progressed, before the one noted above.
I know there are only so many furniture and Boxing Day sales ads that the human can cope with, but to have a 3 minute break just filled with forthcoming programmes must show how weak the market still is.
The way ads are added to TV programmes is rather complex. The slots early on in a longish programme are more prized and therefore more valuable. ITV is strictly lmited to how much outside advertising they can run in a specific time but trailers for ITV programmes are not included in that limitation - they have one of their own. So one would assume that they moved the trailers to the less expensive end of the programme to get more revenue.
That said, TV advertising has been hit badly over the years. Due to falling income they've just been allowed limited use of product placement.
That said, TV advertising has been hit badly over the years. Due to falling income they've just been allowed limited use of product placement.
Interesting observation. Maybe the rates they wanted for that slot were too much under present market conditions.
Yet as of the middle of November ITV were reporting 11% improved revenues based on a continued recovery in advertising income:
http://www.ft.com/cms/s/0/70a303ea-f158-11df-8609-...
Yet as of the middle of November ITV were reporting 11% improved revenues based on a continued recovery in advertising income:
http://www.ft.com/cms/s/0/70a303ea-f158-11df-8609-...
You get used to it on ITV 2, 3 & 4. Just surprising to see it on ITV1 on Christmas Day evening. One single advert would have made it less apparent.
Perhaps I should have more
On ITV 3 & 4, daytime re-re-runs of old 2 hour dramas (Morse, Frost, Poirot, Midsomer etc), run an additional 10 or 15 mins to allow for additional adverts- but this is probably due to rate chargable for audience footprint and the need for more airtime at less per second charge and less regulation.
Overnight they often only run 1 hour 45 and tend to only have "station bumper/sponsor ident" in and out and a trailer in the break.
I know ITV had a terrible 2008 but thought they were recovering, primarily due to return of advertising budgets.
Perhaps I should have more
On ITV 3 & 4, daytime re-re-runs of old 2 hour dramas (Morse, Frost, Poirot, Midsomer etc), run an additional 10 or 15 mins to allow for additional adverts- but this is probably due to rate chargable for audience footprint and the need for more airtime at less per second charge and less regulation.
Overnight they often only run 1 hour 45 and tend to only have "station bumper/sponsor ident" in and out and a trailer in the break.
I know ITV had a terrible 2008 but thought they were recovering, primarily due to return of advertising budgets.
okgo said:
hungry_hog said:
Do these plums realise that half the people are watching on Sky+ (or similar) and fast forwarding the ads?
Nope, I'm sure a tv company as large as itv has not even thought about that... For gods sake man!!A lot of vids on the internet have embedded adverts you have to watch in order to get to the video you wanted to see.
Funk said:
okgo said:
hungry_hog said:
Do these plums realise that half the people are watching on Sky+ (or similar) and fast forwarding the ads?
Nope, I'm sure a tv company as large as itv has not even thought about that... For gods sake man!!A lot of vids on the internet have embedded adverts you have to watch in order to get to the video you wanted to see.
Sadly that is half the appeal of sky/virgin + for me. I fking hate adverts.
okgo said:
Funk said:
okgo said:
hungry_hog said:
Do these plums realise that half the people are watching on Sky+ (or similar) and fast forwarding the ads?
Nope, I'm sure a tv company as large as itv has not even thought about that... For gods sake man!!A lot of vids on the internet have embedded adverts you have to watch in order to get to the video you wanted to see.
Sadly that is half the appeal of sky/virgin + for me. I fking hate adverts.
BERGS2 said:
okgo said:
Funk said:
okgo said:
hungry_hog said:
Do these plums realise that half the people are watching on Sky+ (or similar) and fast forwarding the ads?
Nope, I'm sure a tv company as large as itv has not even thought about that... For gods sake man!!A lot of vids on the internet have embedded adverts you have to watch in order to get to the video you wanted to see.
Sadly that is half the appeal of sky/virgin + for me. I fking hate adverts.
Don't forget they have man in charge now who leaves controversy in his wake:
he once was at advertising agency Saatchi & Saatchi,
then he was a failed head of the FA,
and for seven years everyone loved him at Royal Mail.
Yeah, you'll probaby hear soon enough how he's turning ITV around
(or off!) ...
he once was at advertising agency Saatchi & Saatchi,
then he was a failed head of the FA,
and for seven years everyone loved him at Royal Mail.
Yeah, you'll probaby hear soon enough how he's turning ITV around
(or off!) ...
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