After months of negative publicity, poor ratings and the slump in adspend, beleaguered British commercial television network ITV is planning to win back viewers with a £5 million ($7.66m; €7.82m) ad campaign.

Granada Media and Carlton Communications – the network’s two dominant shareholders – hope the push will convince marketers that ITV can raise its audience share, which fell to a new nadir last month [WAMN: 07-Aug-02].

“We think the value of the TV advertising market could reach £3.2 billion next year and we want to take as big a share of that cake as possible,” declared ITV’s joint managing director Mick Desmond.

The campaign is especially important as the network’s ad deals with several major companies, including Procter & Gamble and BT Group, come up for renegotiation.

Around £1m of the promotional budget will be assigned to advertising on satellite channels – the first time ITV has bought time on its extraterrestrial rivals.

Data sourced from: MediaGuardian.co.uk; additional content by WARC staff