Media agencies threaten ITV with action on trading stance

LONDON - Media agencies are threatening to lodge an official complaint within weeks to the Contract Rights Renewal watchdog, the Office of the Adjudicator, about ITV's trading stance as the 2008 TV season heads into its final stages.

The Office of the Adjudicator is responsible for ensuring ITV adheres to the terms of the CRR mechanism, which allows advertisers to pull spend from ITV1 proportionate to any declines in its audience share.

Under CRR, ITV is not allowed to connect the sale of its digital properties to ITV1. However, some agencies believe ITV is selling its digital channels in conjunction with ITV1.

One agency's head of broadcast said: "ITV is aggressively selling ITV digital and trying to force agencies to put back any money that comes out of ITV1 back into ITV digital. It isn't meant to conditionally sell, but wants to gain a whole extra percentage point [of TV ad spend] this year and is leveraging its assets as much as possible. If it continues like this, I wouldn't be surprised if agencies go to the adjudicator and make a complaint in confidence."

ITV declined to comment.

Meanwhile, with only weeks to go before the end of the TV trading season, Five is thought to be facing tough talks with agencies, coming under fire for a lack of definitive content.

Another agency's head of broadcast said: "The problem with Five is that it's the easiest to drop off your schedule and, from my experience, clients aren't that upset if they don't appear on it because the offering isn't that unique. You have to pull spend from somewhere.

"Last year, Five had its digital portfolio and Neighbours to talk about. This year there is very little."

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Watch the first YouTube clip, nine years on

Watch the first YouTube clip, nine years on

This week marks the ninth anniversary of the first clip uploaded on YouTube, a 19-second video of YouTube co-founder Jawed Karim at the San Diego Zoo.

Share
Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo hosts exclusive X-Men: Days of Future Past films

Yahoo has partnered with film distributor Twentieth Century Fox to create a global content hub on its Yahoo Movies platform for new release 'X-Men: Days of Future Past'.

Share
My Media Week: Stuart Taylor

My Media Week: Stuart Taylor

This week, Stuart Taylor, chief executive, Kinetic UK, is inspired by the new tech coming to market and how wearables and smart cities will impact on OOH.

Share

Get news by email