ITV denies ISBA inflation claims

ITV inflation is lower than that of other TV companies, both satellite and terrestrial, as well as cinema, radio and outdoor, says ITV chief executive Richard Eyre in a letter to advertisers revealed to Marketing Week.

The letter was sent to the UK’s leading advertisers to take the sting out of one sent by the Incorporated Society of British Advertisers, which called for an increase in the maximum amount of advertising allowed on ITV.

Eyre states: “The heart of the argument presented [by ISBA] is that ITV has a near-monopoly on commercial television, that it determines total market prices through this position and is thereby promoting media inflation. None of this is true. Most damaging is the assertion that this inflation, and by implication ITV, is harming the commercial success of British companies and even our competitiveness as a nation.”

He argues that inflation on ITV is lower than on many other media, while at the same time the total volume of advertising minutage has grown through the advent of cable, satellite and Channel 5. “One reason that advertisers may not have benefited from this growth in supply is that they have allowed the smaller channels to peg their prices to ITV’s. The scale of audience delivered by the newer players is much smaller, so might reasonably be thought to be substantially discounted. But this does not always happen.”

Eyre concludes by asking advertisers to contact him with their concerns.

One media buyer, who will write to ITV on behalf of his client, says: “Eyre is being very sensible. He wants the clients to speak to him directly. Each client’s business is different, with its own problems, which may not be addressed by the views of a collective body like ISBA.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here