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ITV to Launch £5m Campaign to Woo Viewers and Advertisers

News, 14 August 2002

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:; additional content by WARC staff