Anglo-Dutch consumer goods giant Unilever has pulled all its advertising from UK commercial broadcaster Channel 4, following failure to agree a new airtime deal with recently appointed media agency, WPP's MindShare.

The exit will leave the broadcaster with a £10 million ($18.8m, €14.5m) hole in its revenues as it loses such brands as Lynx men's deodorant and Peperami snacks. C4 hopes, however, that other advertisers will be encouraged by a strong ratings performance and pay more for the spots vacated by Unilever.

Mindshare, which won the company's €1 billion European media planning and buying business late last year, did so on the understanding that it could renegotiate costs.

Neither client nor agency are willing to comment on the impasse.

Data sourced from Brand Republic (UK); additional content by WARC staff