ITV attracts new advertisers following booking changes
More than 30 new brands have embraced ITV advertising since the start of lockdown in the UK, according to ITV Commercial.
Advertising campaigns have been booked across linear and VOD platforms for debut brands including beverage company Fevertree, women’s fertility app Peanut, dog food delivery service Butternut Box, independent coffee company CafePod, home fitness equipment brand Wattbike, and breakfast brand The Great British Porridge Co.
ITV Commercial believes that increased interest from brands that haven’t invested in the TV channel previously is due to a significant change to its long-held trading policy around Advanced Booking (AB) deadlines.
The change, announced in May, means that anyone can now approve campaigns at any time, up to the month of transmission, and still get their original deal price.
Kelly Williams, managing director commercial at ITV, said “Since lockdown began we have ensured we become as flexible and front-foot as possible, and advertisers have taken advantage of that. It’s great to welcome a growing influx of new clients and advertisers to our portfolio and illustrate the unique reach and effectiveness that TV advertising has to offer.”
ITV Commercial has recently also announced advertising support packages for charities, universities and cultural heritage sectors.
Across the regions, spot campaigns have been delivered for charities including Air Ambulance (Belfast), Big C (Norfolk), Eden Communities (Wales and West England), Leeds Cares (Leeds) and St Johns Ambulance Cymru (Wales and West England).