Trio shift media spend out of Carlton to LWT

In a major shift in strategy, three of the UK’s biggest advertisers have moved the lion’s share of their TV budgets from Carlton Television to London Weekend Television.

United Biscuits, Johnson & Johnson and food giant CPC have all de- cided to move the majority of their London TV spend onto LWT. The three advertisers have annual UK ad budgets totalling more than 47m.

The moves follow a month in which Proctor & Gamble has reduced its spend on Carlton to meet the terms of its 1995 deal with Laser, LWT’s sales house. P&G will be back on Carlton in February.

Last year, Carlton was able to take about 10m more of London TV advertising than LWT. Laser was undersold for certain audiences last year which, combined with high demand for Carlton, gives LWT a cheaper relative price this year.

The switch in broadcaster, for three advertisers who target housewives and traditionally rely on daytime weekday slots, is attributed to Johnson & Johnson and UB moving agencies, plus LWT’s lower price.

Johnson & Johnson and CPC’s media is handled by BMP DDB Needham; UB centralised its media into Leo Burnett last year.