29th July
ITV is to launch a 5m marketing campaign to plug its new autumn schedule.
MediaCom View: Announcing a strong line of up of drama, and a return of their
strongest shows, ITV have earmarked 5m for an autumn marketing blitz as they look to repair the damage suffered by
ITV1 this year. Including press and outdoor, they will focus on shows featuring strong actors such as Ray Winstone,
and will also celebrate the broadcasters 50th year. There is also the possibility that in the near future they may
drop the yellow and blue colouring that has become synonymous with ITV.
RTL is expected to launch aggressive growth strategy at Five.
MediaCom View: Five is currently the only terrestrial broadcaster without
any multi-channel spin-offs, and now that RTL have gained full control of the company, this situation is expected
to change very soon. The most likely target is Flextech, currently Telewests content arm, which is rumoured to be
up for sale and includes Living TV and Bravo.
The new BBC Ricky Gervais show, Extras, pulls in almost 5m viewers.
MediaCom View: BBC2 pulled off a rare feat with Extras when it grabbed
the highest audience share across all channels. The new Gervais/Merchant show attracted 4.6 million viewers
and a 24% audience share, which is almost identical to the numbers gained by the first episode of The Office in 2002.
EMAP Consumer media is preparing to roll out parts of its mens portfolio across the globe.
MediaCom View : EMAP Advertising has appointed Simon Greaves, current general
manager of FHM International, as the driving force to establish Zoo, Arena, Max Power and Empire outside the UK.
FHM was the first Emap brand to broaden its distribution overseas, with the first editions published in 1998 in
Singapore and Australia . Since then it has become a global success, selling 3.5m copies in 30 countries. With
IPC considering launching its lads-mag Nuts in new markets, it seems that the battle of the mens weeklies will
now continue on a Global level.
Inspirations, the home title published by Highbury House Communications, has closed.
MediaCom View : This is the latest development in what has been a turbulent
few months for Highbury House Communications. Futures plans to purchase the entire portfolio were quashed by the
OFT in April, but they ultimately acquired 38 Highbury titles, including Fast Car, Fast Bikes, DJ and DVD Review.
This left a number of publications up for sale, including Front, Real Homes, Inspirations and Gardens Monthly.
Inspirations, which covers homes, antiques, food and travel, will be taken off news-stands in the next few days,
and is expected to cause a number of redundancies.
By the end of the year, London commuters will have the choice of another free
daily paper, London Business Daily.
MediaCom View : This project is being led by former Metro-International
sales boss Lawson Muncaster, and will target the business community working in the square mile. Since the OFT
withdrew Associated Newspapers exclusive deal to distribute Metro on the London tube network, speculation
has been mounting over who will launch a freesheet to compete against the Evening Standard Express Newspapers
Richard Desmond has been the front runner up until now, with The Guardian and Associated also expressing an interest.
Outdoor contractors are debating currency.
MediaCom View : As digital technology is a relatively new phenomenon
to the out-of-home market, it is necessary to quantify the worth of the product, thereby making it easier to
plan into media schedules. The major players have created a forum to find commonality between screens located
in varied environments and consumed by different audience types. The goal is to find a solution to audience
measurement and accountability. Currently the most likely route is to focus on net audience figures (cost per
thousands), accounting for actual eyes on screens (impacts) rather than footfall figures (in a bar or supermarket,
etc).
Digital advertisements on the underground have been well received by commuters,
according to research released by a media owner.
MediaCom View : DEPs (Digital Escalator Panels) offer a new and exciting
approach to out of home advertising, allowing massive storyboard creative potential on full escalator runs, varied
spot-timings and multiple advertiser copy changes relevant to the time of day. Tests have proved very successful
at Tottenham Court Road tube station. Roll-out is anticipated in 2006.
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