ITV sponsors not short changed

The article “Short change for TV sport sponsor” (MW February 5) perplexed me.

The article “Short change for TV sport sponsor” (MW February 5) perplexed me.

The headline suggests that ITV has let down its sponsors in some way. The truth is Whitbread and Motive have considerable experience in assessing and negotiating programme sponsorship, and while ITV will always strive to retain audiences after a major sport event, it is just conceivable that we will lose some viewers, especially in the very competitive early evening peak schedule.

I think it is probable that the sponsor and agency built this into their calculations of value, which is why I suspect they are not scrambling to renegotiate, as the article inferred.

Tim Brady

Sponsorship director

TSMS Group

London W5

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