UK TV Marketplace

Ranjit Dhillon Shares Marketing Tips On TV Marketing, TV Advertising, TV Commercials, TV Ads, Ads For TVs, Television Commercials And Television Ads

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    ITV

    ITV launched on 22nd September 1955

    • ITV was the first and remains the largest commercial broadcaster ITV1 is the only commercial channel that can regular deliver audiences in excess of 6 million
    • ITV1 can’t be bought nationally
    • The ITV Family of channels consists of ITV1, ITV2, ITV3, ITV4, ITV Breakfast & CITV
    • ITVs programme remit is broad consequently the main channel in particular delivers a variety of audiences
    • ITV completed the purchase of GMTV in 2010 buying out Disney’s 25% stake
    • ITV2 & 3 consistently deliver the largest audiences of all digital channels
    • ITV has a monopolistic position in the market and is heavily governed by regulation (CRR)
    • ITV player launched in December 2008 (formerly ITV Catch up)
    • ITV is the only broadcaster that currently has an entirely free to air channel portfolio
    • ITV business model remains heavily reliant on advertising revenue
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    TV-am

    TV-am launched 1st Feb 1983

    • TV-am was the first national operator of an ITV franchise at breakfast time
    • TV-am held the franchise until 31st December 1992
    • GMTV launched 1st January 1993
    • The magazine format of GMTV held its own for many years against news heavy competitors
    • Declining audiences and the ITV buyout of Disney’s 25% saw GMTV close on the 3rd September 2010
    • Daybreak launched on 06th September 2010
    • Current presenting team and format (Adrian Chiles & Christine Bleakley from The One Show) now hosted by Lorraine Kelly and Aled Jones
    • Like TV-am and GMTV beforehand Daybreak delivers high volumes of Housewives and Housewives with Children
    • Can prove difficult to attribute web traffic in particular to Daybreak due to the short transmission hours (Broadcasts between 06:00 & 09:25 Monday to Sunday)
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    C4 – Channel 4

    Launched 2nd Nov 1982

    • Remit to produce alternative & cult programming In 1992
    • C4 began selling its own airtime C4 was a strong environment for DRTV advertisers in the early years – less so nowadays
    • C4 is sold on both a national & regional basis
    • C4 portfolio of channels consists of C4, E4, Film4, More 4, UKTV and Box TV
    • C4 won a 10 year contract to sell the UK TV portfolio from 2011
    • C4 delivered c 26% of all commercial audience in 2012 4Seven first catch up TV channel – launched on 04/07/2012
    • C4s core audiences are young and upmarket (16 – 34 ads and ABC1adults)
    • 4od (4 on demand): Channel 4’s TV catch up service – currently available on Channel4.com, Virgin Media, BT Vision, PS3, Xbox 360 and iOS
    • 2013 will see 4od available through Sky Anytime+
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    Channel 5

    Launched 30th March 1997

    • 5th terrestrial broadcaster
    • 2012 five became a fully fledged national broadcaster (full digital switchover)
    • Like ITV Breakfast & C4, Channel 5 can be bought nationally
    • Digital stations fiver & five USA launched in 2006 (well after ITV and C4 brand extensions)
    • C5 – Bought by Richard Desmond for £103.5 million in July 2010
    • Desmond changed the name and station identity back to Channel 5
    • Ability to cross-sell across the Northern & Shell portfolio – great opportunities
    • Acquired Big Brother in 2010 – at a high price!
    • Traditionally a strong environment for DR advertisers – relatively low audiences and reasonably cheap, but increasingly mass female audience – so selected DR environment
    • In addition the response dynamic has changed slightly – with a greater proportion of response generated via the web nowadays, C5 performance has fallen away
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    Sky – TV

    Launched 30th March 1997

    • 5th terrestrial broadcaster
    • 2012 five became a fully fledged national broadcaster (full digital switchover)
    • Like ITV Breakfast & C4, Channel 5 can be bought nationally
    • Digital stations fiver & five USA launched in 2006 (well after ITV and C4 brand extensions)
    • C5 – Bought by Richard Desmond for £103.5 million in July 2010
    • Desmond changed the name and station identity back to Channel 5
    • Ability to cross-sell across the Northern & Shell portfolio – great opportunities
    • Acquired Big Brother in 2010 – at a high price!
    • Traditionally a strong environment for DR advertisers – relatively low audiences and reasonably cheap, but increasingly mass female audience – so selected DR environment
    • In addition the response dynamic has changed slightly – with a greater proportion of response generated via the web nowadays, C5 performance has fallen away

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