Last week’s headline “ISBA yields over TV sales system” was a misleading summary of our TV Trading Seminar conducted under Chat- ham House rules.
The Incorporated Society of British Advertisers’ initiative in mounting this seminar was to kick-start intelligent debate from all sides of the industry about the way TV airtime is traded.
We never expected to reach instant conclusions, but certainly succeeded in enabling the protagonists both for and against the station average price (SAP) system to air their views. We hope this debate will continue.
Those who wish to replace SAP must work together to develop an alternative system that enables advertisers accurately to measure the performance of their media buying agencies.
Incorporated Society of British Advertisers